Driven by sectors such as education, auto, and services, print media stayed relevant and resilient amid the digital onslaught with a 3% increase in ad space during January to September 2024 compared to the same period last year, says the latest TAM AdEx report.
Education took the lion’s share of print ad space, contributing 17% to the total advertising volume with educational institutions and eLearning platforms leveraging print to reach readers, says the report seen by Indian Printer & Publisher.
The auto sector was dominant with cars maintaining the top position at 7% share of total ad space. Two-wheelers saw the highest growth, climbing to the third spot with a 49% increase in ad space.
The top 10 advertisers added 9% share of ad space in Jan-Sep 2024. The top six sectors maintained their rankings from Jan-Sep 2023 to Jan-Sep 2024. The top 10 categories combined accounted for 44% of the total ad space in this period.
Maruti Suzuki India and SBS Biotech were the top two contributors to print ads, while Honda Shine 100 was the most advertised brand during the period.
There is a shift in sales promotion advertising, which accounted for 29% of total ad space. Discount promotions led the way with 43% of promotional ads, followed by multiple promotions at 42%.
The telecom products sector jumped seven spots to enter the top 10 sectors in 2024. This rise reflects the growing demand for connectivity solutions amid increasing digital penetration across the country.
The print advertising market also saw participation from over 115,000 advertisers and 143,000 brands, indicating a highly competitive landscape.
With categories like two-wheelers, corporate-financial institutes, and eCommerce registering significant growth, the report suggests that print advertising is evolving alongside digital media, proving to be a key component in the advertising strategies of both legacy and emerging brands.
The corporate financial institute category witnessed the highest growth percentage among the top 10 – 2.63 times in Jan-Sep 2024.
