Ad space in print media drops 6% in Q1 2019

Auto sector remains the dominant advertiser

Maruti Suzuki with 2% print advertisement share was among the top three print advertisers from the auto sector.
Maruti Suzuki with 2% print advertisement share was among the top three print advertisers from the auto sector.

Advertisement space in print media during Q1 2019 (January-March) dropped 6% compared to Q1 2018, according to the latest TAM AdEx India, a division of TAM Media Research, report. The number of advertisers has also seen a decline in Q1 2019.

According to the report, during Q1 2019, 71,265 advertisers advertised in print media compared to 74,693 in Q1 2018. The number of brands advertising was 85,611 in Q1 2019, lower than 90,009 seen in Q1 2018. The number of categories has also dropped to 657 in Q1 2019 from 678 in Q1 2018, according to the Tam Adex India report.

The top three categories contributed 17% share of overall advertising in print in Q1 2019. Cars, two-wheelers and hospitals/clinics were the top three categories with 7%, 5% and 5% share, respectively. In Q1 2018 also the top three contributed 17% share of overall advertising in print. In Q1 2018, top three categories were two-wheelers, cars and real estate with 7%, 6% and 4% share, respectively.

Top three advertisers in the print media were from the auto sector. Maruti Suzuki with 2% share was at the top, followed by Honda India in the second and Mahindra & Mahindra in the third spot, both with 1% share each. In Q1 2018, Honda was the top advertiser with 3% share, while Maruti and Hero were in the second and third spots respectively with 2% share each.

There were some new brands who appeared in an advertisement in the Q1 2019. The top five new brands were Bajaj Pulsar Neon Edition, Mahindra XUV 300, Hyundai Santro, MX Player and TVS Radeon.

The Covid-19 pandemic led to the country-wide lockdown on 25 March 2020. It will be two years tomorrow as I write this. What have we learned in this time? Maybe the meaning of resilience since small companies like us have had to rely on our resources and the forbearance of our employees as we have struggled to produce our trade platforms.

The print and packaging industries have been fortunate, although the commercial printing industry is still to recover. We have learned more about the digital transformation that affects commercial printing and packaging. Ultimately digital will help print grow in a country where we are still far behind in our paper and print consumption and where digital is a leapfrog technology that will only increase the demand for print in the foreseeable future.

Web analytics show that we now have readership in North America and Europe amongst the 90 countries where our five platforms reach. Our traffic which more than doubled in 2020, has at times gone up by another 50% in 2021. And advertising which had fallen to pieces in 2020 and 2021, has started its return since January 2022.

As the economy approaches real growth with unevenness and shortages a given, we are looking forward to the PrintPack India exhibition in Greater Noida. We are again appointed to produce the Show Daily on all five days of the show from 26 to 30 May 2022.

It is the right time to support our high-impact reporting and authoritative and technical information with some of the best correspondents in the industry. Readers can power Indian Printer and Publisher’s balanced industry journalism and help sustain us by subscribing.

– Naresh Khanna

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