Ad space per publication surged by 57% and 58% respectively in the year 2023 and 2024 over 2020. The ad space per publication, however, witnessed a mere increase of 1% in 2024, as compared to 2023, according to the TAM Adex report. Quarter-wise, the Q4 ‘2024 witnessed growth of 9% compared to Q1 of the same year.
Auto and services sector added 15% share of ad space in 2024, followed by Education (14%), BFSI (10%), Retail (9%), Personal Accessories (7%), F&B (4%), Personal Healthcare (4%), Durables (4%) and Corporate (2%).In terms of the category of brands, cars were the leading category with 8% share of ad space followed by two-wheelers with 6% share in 2024. Out of the top 10 categories, three of them belonged to the Education Sector and two each from Auto, Services & Retails sector during the same period. Together, the top 10 categories had a collective share of 44%.
The top advertisers included Maruti Suzuki India, Hero Motocorp, Honda Motorcycle & Scooter India, SBS Biotech, Reliance Retail, Samsung India Electronics, LIC, TVS Motor Company, Tata Motors and Titan Company.
Overall, according to the report, there were more than 1,81,000 brands present in the print medium during 2024. More than 73,000 advertisers and more than 97,000 brands exclusively advertised in 2024 in print compared to 2023. Reliance BP Mobility and Samsung Galaxy S24 Ultra were the top exclusive advertisers.
The ads under ‘Sales Promotion’ covered 32% share of ad space in 2024. The top innovative ad layout in the print medium included figured outline, followed by French Window. In addition to the top five innovations, there were 27 more ad innovations with a total share of 0.23%.
Jacket-Full Page was the most preferred ad position by advertisers of print in 2024 and more than 8400 brands advertised as Jacket-Full Page (Newspaper & Magazine) during the same period. Further, the report shared that Deepavali was the top festival with 28% share of ad space in 2024 followed by Navratri/Durga Puja and Christmas/New Year with 21% & 15% share respectively.