TAM AdEx-A Glimpse into Print Advertising Trends for Y 2024.pdf

TAM AdEx reports 58% rise in print ad space since 2020

Overview of Print Advertising Trends
The latest TAM AdEx report reveals a 58% increase in print ad space in 2024 compared to 2020, with a modest 1% rise over the previous year. The quarterly trends show a 9% growth in ad space per publication in the fourth quarter of 2024 compared to the first quarter.

Leading Sectors and Categories
The auto sector led print advertising in 2024, contributing 15.2% of the total ad space, followed closely by the services sector at 14.9%. Within the auto category, cars accounted for 8% of ad space, while two-wheelers secured a 6% share. Notably, two-wheelers recorded the highest growth among the top 10 categories, increasing by 29% year-on-year.

Advertisers and Brands

Over 78,000 advertisers and 104,000 brands utilised print advertising in 2024. Among them, Maruti Suzuki India emerged as the top advertiser, while Honda Activa H Smart led the brand rankings. The top 10 advertisers collectively contributed 14% of the total ad space, with notable entries from Hero Motocorp, Honda Motorcycle & Scooter India, and Tata Motors.

Sales Promotions

Sales promotion ads played a significant role, occupying 32% of total ad space in 2024. Multiple promotions accounted for the largest share at 48%, followed by discount promotions at 39%.
Over 78,000 advertisers and 104,000 brands utilised print advertising in 2024. Among them, Maruti Suzuki India emerged as the top advertiser, while Honda Activa H Smart led the brand rankings. The top 10 advertisers collectively contributed 14% of the total ad space, with notable entries from Hero Motocorp, Honda Motorcycle & Scooter India, and Tata Motors.

Sales promotion ads played a significant role, occupying 32% of total ad space. Multiple promotions accounted for the largest share at 48%, followed by discount promotions at 39%. Brand promotion ads, without additional incentives, made up 65% of the ad space.

Festive Advertising
Deepavali remained the most prominent festival for print advertising, capturing 28% of the total ad space in 2024. It was followed by Navratri/Durga Puja at 21% and Christmas/New Year at 15%.

Ad Innovations and Positions
Ad innovation also marked a notable trend, with figured outline emerging as the leading innovative ad layout, followed by French window and tab formats. The top five innovative ad layouts collectively accounted for 0.6% of total ad space.

In terms of ad positioning, jacket-full page ads were the most preferred, with more than 8,400 brands opting for this format, led by Allen Career Institute.

Conclusion
The report highlights the resilience of print advertising, with sectors like auto, services, and education driving ad volumes, while festive themes and promotional strategies continue to shape the landscape.

1. TAM AdEx Print
A Glimpse into Advertising
Trends for Y 2024
SOURCE: ADEX INDIA
A DIVISION OF TAM MEDIA RESEARCH

2. Advertising Overview in Print01
03
Contents
Sales Promotions
02 Ad Innovations and Position of Ads
04 Ads with Festive Theme

3. Highlights
06
07
08
09
01
02
03
04
1005
Ad space/Publication in print witnessed a
substantial 58% surge in 2024 compared to
2020, with a marginal 1% increase over the
previous year.
Indexed Ad Space per Publication recorded a
9% rise in Q4’24 (Oct-Dec) compared to Q1’24
(Jan-Mar).
Autosector led Print with 15.2% share of total
Ad Space followed by Serviceswith 14.9%
share during Y 2024.
Cars& Two-Wheelersdominated, securing 8%
and 6% of ad space, respectively.
Among top 10 growing Categories, Two
Wheelershad the highest growth % i.e. 29%.
More than 78K advertisers and 104K brands
exclusively leveraged print advertising in
2024.
Jacket-Full Pagewas the most preferred Ad
Position by advertisers on Print during Y 2024.
Sales Promotionads accounted for 32%of
total ad space in Print during Y 2024.
Deepavaliremained the most significant festival
for print advertising, contributing 28% of total
ad space in 2024.
The top 10 advertisers together added 14%
share of ad space with Maruti Suzuki India
leading the list in Y 2024.
Honda Activa H Smart claimed the top brand
position in print, with over 181K brands
actively advertising in 2024.

4. Indexed Ad Space/Per Publication increased by 9% during Oct-Dec’24 over Jan-Mar’24
100
133
154
157 158
Y 2020 Y 2021 Y 2022 Y 2023 Y 2024
Indexed Growth in Ad Space/Per Publication
Index: Y 2020=100
On Printmedium, ad space/per publication increased by 57% and58% respectivelyin Y 2023 and Y 2024 over Y 2020.
While comparing Y 2024 with Y 2023, growth of 1% in ad space/per publication was reflected.
In Quarterly Trends, Q’4 of Y 2024 witnessed growthof 9% compared to Q’1 of Y 2024.
100
97
91
109
Jan-Mar'24 Apr-Jun'24 Jul-Sept'24Oct-Dec'24
Quarterly Trends in Print: Y 2024
Source: TAM AdEx Period : Y 2020 to Y 2024Note: Figures are based on Col*Cms for Print; excluding house ads

5. During Y 2024, the top 2 sectors i.e. Personal Accessories & Durables retained their respective positions compared to Y 2023.
Also, the top 10 Sectors collectively added 84% share of ad space on Print medium.
Leading Sectors: Autosector rises 2 spots to lead the Print in Y 2024
Source: TAM AdEx
RankTop Sectors
1 Auto 15%
2 Services 15%
3 Education 14%
4 Banking/Finance/Investment 10%
5 Retail 9%
6 Personal Accessories 7%
7 Food & Beverages 4%
8 Personal Healthcare 4%
9 Durables 4%
10Corporate/Brand Image 2%
3
1
2
5
4
6
8
7
9
14
Others 16%
Rank in Y 2023
Period : Y 2024Note: Figures are based on Col*Cms for Print; excluding house ads

6. 1
2
3
4
5
6
7
Cars
Two Wheelers
Properties/Real Estates
Multiple Courses
Retail Outlets-Jewellers
Coaching/Competitive Exam Centre
Retail Outlets-Electronics/Durables
6%
5%
5%
4%
4%
4%
9
Hospital/Clinics
Retail Outlets-Clothing/Textiles/Fashion
Schools
4%
2%
2%10
8%1
3
2
6
5
4
7
8
9
11
Rank in Y 2023
Remaining Categories 56%
Carswas the leading category with 8% share of ad space followed by Two Wheelers with 6% share in Y 2024.
Out of the top 10 categories, 3 of them belonged to Education Sector and 2 each from Auto, Services & Retails sector
during Y 2024.
Together, the top 10 categories had a collective share of 44%.
Top Categories: Cars maintained its 1
st
position in Y 2024 over Y 2022 & Y 2023
Source: TAM AdEx Period : Y 2024Note: Figures are based on Col*Cms for Print; excluding house ads
Top 10 Categories [680+]
8

7. Top 10 Advertisers (Y 2024): [147 K+]
Rank
(Y 2023)
1Maruti Suzuki India 1
2Hero Motocorp 4
3Honda Motorcycle & Scooter India 6
4SBS Biotech 2
5Reliance Retail 3
6Samsung India Electronics 22
7LIC of India 5
8TVS Motor Company 11
9Tata Motors 18
10Titan Company 7
Maruti Suzuki India ascended to 1
st
position in Y 2024 compared to Y 2023 on Print medium.
Both Samsung India Electronics,TVS Motor Companyand Tata Motors entered the top advertisers list and secured 6
th
, 8
th
and 9
th
positions during Y 2024 over Y 2023.
Leading Advertisers: Maruti Suzuki India once again led the Top 10 rankings
Source: TAM AdEx Period : Y 2024Note: Figures are based on Col*Cms for Print; excluding house ads
Top 10 Advertisers
contributed 14% share
of Ad Space in Print

8. 181 K+ brands were present in Print medium during Y 2024.
In Y 2024, 4 brands in the top 10 list were from Auto sector.
Five new entrants emerged in the top brand list for 2024, marking a notable shift from 2023.
Leading Brands: The ‘Honda Activa H Smart’ led the brand rankings in 2024
Source: TAM AdEx
RankTop 10 Brands (Y 2024):[181 K+]
1Honda Activa H Smart
2Honda Shine 100
3Maruti Car Range
4Dr Ortho Oil
5Allen Career Inst
6Prestige Range
7Vishal Mega Mart
8Aakash Medical/IIT-JEE/Foundation
9Renault Triber
10Reliance Digital
Top 10 Brands
contributed 5% share of
Print Ad Space
Period : Y 2024Note: Figures are based on Col*Cms for Print; excluding house ads

9. Two Wheelers among the categories saw highest increase in Ad secondages with growth of 29% followed by Carswith 13%
growth during Y 2024 compared to Y 2023.
In terms of growth %, Ecom-Walletscategory witnessed highest growth % among the Top 10 i.e. 2.6 times growth.
Top Growing Categories : 265+Categories registered Positive Growth
Source: TAM AdEx
Rank
Top 10 Growing Categories (Y 2024)
(based on highest increase in Ad Volumes)
Growth
1Two Wheelers 29%
2Cars 13%
3Cellular Phones-Smart Phones 93%
4Multiple Courses 18%
5Travel & Tourism 43%
6Ecom-Education 2.2 Times
7Corporate-Financial Institute 70%
8Schools 12%
9Ecom-Wallets 2.6 Times
10Televisions 66%
Period : Y 2024Note: Figures are based on Col*Cms for Print; excluding house ads

10. 73 K+advertisers & 97 K+brands exclusively advertised during Y 2024 in Printcompared to Y 2023.
Reliance BP Mobility and Samsung Galaxy S24 Ultra were the top exclusive
^
advertiser and brand respectively in Y 2024
compared to Y 2023.
Leading exclusive
^
Advertiser and Brands in Y 2024
Source: TAM AdEx
RankTop Exclusive
^
Advertisers (Y 2024): [73K+]
1Reliance BP Mobility
2ACME Solar Holdings
3NTPC Green Energy
4Bharti Hexacom
5Philips Domestic Appliances India
6Ventive Hospitality
7Transrail Lighting
8CCS Sports LLP
9Premier Energies
10Northern Arc Capital
RankTop Exclusive
^
Brands (Y 2024): [97K+]
1Samsung Galaxy S24 Ultra
2Allen App
3Samsung Galaxy S24 Series
4LG AI TV Range
5Kuhl BLDC Fans
6Maruti Suzuki Fronx Velocity Edition
7Bhim APP
8Hyundai Motor India-IPO
9Samsung Galaxy Z Fold 6
10Zandu Nityam Tablets
^
Present in Y 2024 and not in Y 2023
Period : Y 2024Note: Figures are based on Col*Cms for Print; excluding house ads

11. Source: TAM AdEx Period : Y 2024Note: Figures are based on Col*Cms for Print; excluding house ads
Ad Innovations in Print
Innovative ads are way of
promoting products by the
help of ideas and ad layouts
which are unique and get
audience’s attention.
It can be through changes in
the product design,
launching the product in
unique position, or
promoting through
unconventional method etc.
Figure Outline
Teaser
French Window
Seamless Jacket
Bookmark

12. 0.1%
0.1%
0.2%
0.1%
0.1%
Figured Outline was the leading Innovate Ad Layout during Y 2024 followed by French Window.
In addition to the Top 5 Innovations there were 27more Ad Innovationswith a total share of 0.23%.
Top 5 Innovative Ad Layouts together added 0.6%share of ad spaces during Y 2024.
Top Innovative Ad Layouts in Y 2024
Source: TAM AdEx Period : Y 2024Note: Figures are based on Col*Cms for Print; excluding house ads
1.Figured Outline
2.French Window
3.Tab
4.Masthead Integration
5. Maskhead Flap
Top 5 Innovative Ad
Layouts
6-10 Innovative Ad
Layouts
11-32
Innovative
Ad Layouts
0.6%
0.2%
0.1%

13. Position of Ads
Source: TAM AdEx Period : Y 2024Note: Figures are based on Col*Cms for Print; excluding house ads
Advertising placement on Newspaper or Magazine, like Full Page ads, Half
Page-horizontal, Jacket, Solus, Half page-Vertical etc.
BookmarkIsland Solus
Half Page
Horizontal (NP)

14. Jacket-Full Pagewas majorly preferred Ad Position by advertisers of Print during Y 2024.
8400+ brands advertised as Jacket-Full Page (Newspaper & Magazine) during Y 2024 among which Allen Career Institute
was the top brand.
Top Ad Positionsin Y 2024
Source: TAM AdEx Period : Y 2024Note: Figures are based on Col*Cms for Print; excluding house ads
Jacket-full Page
Full Page (np)
Half Page-Horizontal (np)
Solus
Strip-Horizontal
Top 5
Ad Positions
20%
1%
6%
15%
19%

15. Source: TAM AdEx Period : Y 2024Note: Figures are based on Col*Cms for Print; excluding house ads
AdswithincentiveofferthemesinPrintmediumbyAdvertiserstoincreasethesaleoftheirbrandsare
consideredasSalesPromotionAds.
ThissectiongivesanoverviewofSalesPromotionsadsduringY2021inPrintMedium.
TAM AdEx’s segregation of sales promotions ads:
Add On Promotion: The ‘gift with purchase’ is a very common promotional technique in which the
customer gets something in addition to the main purchase.
Brand Promotion: All the ads with which no promotions are attached and are pure branding of product
is called Brand Promotion.
Contest Promotion: This offer gives the consumer a change to win a large prize through luck. It usually
involves a lucky draw or a scratch card based on which the winners are decided.
Discount Promotion: It offers either (1) a discount to the normal selling price of a product, or (2) more
of the product at the normal price.
Exchange Promotion: It refers to offering exchange of old product for a new product at a price less than
the original price of the product.
Multiple Promotions: These are promotion offers which include more than one of the four types of
promotion offers defined above, in a single promotion offer
Sales Promotions in Print

16. Sales Promotionadvertising covered 32%share of ad space in Print during Y 2024.
Among Sales Promotions, Multiple Promotionwas on top with 48%share of ad space followed by Discount Promotion.
Top 2 promotions solely covered86%share of ad space during year 2024.
Ads with Sales Promotions: Y 2024
Source: TAM AdEx Period : Y 2024Note: Figures are based on Col*Cms for Print; excluding house ads
65%
32%
3%
Brand
Promotion
Sales
Promotions
Others
1. Multiple Promotion 48%
2. Discount Promotion 39%
3. Add On Promotion 5%
4. Contest Promotion 3%
5. Volume Promotion 3%
Others (4) 3%

17. DEEPAVALI
NAVRATRI/D
URGA PUJA
CHRISTMAS/
NEW YEAR
INDEPENDENCE
DAY
REPUBLIC DAY
Deepavaliwas the top festival with 28%share of ad space in Print during Y 2024 followed by Navratri/Durga Puja and
Christmas/New Year with 21%& 15%share respectively.
Top 5 Festivals in Y 2024(Based on Ads with Festive Theme)
Source: TAM AdEx Period : Y 2024Note: Figures are based on Col*Cms for Print; excluding house ads
4%6%15%21%28%
1.
2.
3.
4.
5.

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