Print Ads Surge By 5% In H1 2024; Cars See 25% Spike

Print advertising space per publication saw a five per cent increase in the first half of 2024 compared to the previous year. In 2023, advertising space had also grown by five per cent, following an 11 per cent rise in 2022 over their respective periods, according to the latest TAM Adex report.

The education sector led the way in print advertising with a 19 per cent share, followed by services at 15 per cent, the automotive sector at 13 per cent, and banking/finance/investment at 10 per cent. Other sectors included retail at eight per cent, personal accessories at five per cent, food and beverages at four per cent, personal healthcare at four per cent, durables at four per cent and telecom products at two per cent. Notably, telecom products were a new addition to the top 10 sectors of print advertising.

In terms of advertising categories, cars topped the list with a seven per cent share, followed by coaching/competitive exams and multiple courses at six per cent each, real estate and two-wheelers at five per cent, and hospitals at four per cent. Retail outlets for jewellers held a five per cent share, while retail outlets for electronics, schools and cellular phones made up three per cent, three per cent and two per cent respectively. Cars also recorded the highest growth in ad space, with a 25 per cent increase in the first half of 2024 over the same period in 2023.

Maruti Suzuki India emerged as the top advertiser in the first half of 2024, followed by SBS Biotech, Honda Motorcycle & Scooter India, Hero MotoCorp, Reliance Retail, Samsung India Electronics, Allen Career Institute, LIC of India, Titan Company and Kent RO Systems.

Hindi and English publications accounted for over 60 per cent of total ad volumes in both the first halves of 2023 and 2024. In H1 2024, Hindi publications contributed 38 per cent, English 28 per cent, Marathi eight per cent, Telugu at five per cent, and Tamil at five per cent.

The report also highlighted that discount promotions dominated advertising in the first half of 2024 with a 44 per cent share, followed by multiple promotions at 41 per cent, add-on promotions at five per cent, volume promotions at three per cent, exchange promotions at four per cent and other types at three per cent.