Two-wheelers Drive 49% Growth In Print Ad Space, Cars Follow With 20% Surge In 2024

Ad space in print publications recorded a 3 per cent growth per publication during January-September 2024 compared to the same period in 2023, signalling a positive trend in print advertising, according to a report by TAM Media Research.

The cars category continued its dominance with a 7 per cent share of total ad space in January-September 2024, retaining its top position. Two wheelers emerged growth, climbing from seventh place in 2023 to secure third place with a 5 per cent share in 2024, reflecting an upward trend. Collectively, the top 10 categories accounted for 44 per cent of total ad space during this period.

The education sector led all categories in print ad space, contributing a 17 per cent share in January-September 2024, maintaining its stronghold over the same period in 2023. Telecom Products showed growth, leaping seven spots to claim tenth position among the top categories.

Maruti Suzuki India and SBS Biotech retained their positions as the top two advertisers from January-September 2023 to January-September 2024. The top 10 advertisers together contributed 14 per cent of total ad space, with four auto sector advertisers consistently featuring among the leaders in both years.

Honda Shine 100 emerged as the leading brand in January-September 2024, improving its rank compared to 2023. Over 1.43 lakh brands were active during this period, demonstrating a steady and fragmented advertising landscape where the top 10 brands collectively accounted for 5 per cent of total ad space.

Two wheelers led category growth with a 49 per cent increase in ad space, followed by cars at 20 per cent during January-September 2024 compared to 2023. Among the top 10 categories, corporate financial institutes experienced the highest percentage growth, expanding by 2.63 times year-on-year.

Sales promotions played a significant role in print advertising, accounting for 29 per cent of total ad space during January-September 2024. Discount Promotions dominated this segment with a 43 per cent share, followed by multiple promotions at 42 per cent, with these top two types of promotions collectively capturing 86% of the ad space.

The print medium attracted over 115,000 advertisers during January-September 2024, consistent with the previous year’s numbers.