Print ad space per publication in H1 2024 grew 5% compared to H1 2023

In the first half of 2024, print advertising saw a 5% rise in ad space compared to the same period in 2023, marking a steady recovery for the traditional medium, as per the report published by TAM media. Honda Shine 100, with its widespread appeal, topped the brand chart for the first six months, followed closely by Aakash Medical/IIT-JEE/Foundation. The education sector maintained its dominance with a 19% share of total ad space, followed by the services sector with a 15% share.

The automotive sector drove significant growth in print advertising, with a 25% increase in ad space compared to H1 2023. Maruti Suzuki India led the list of advertisers in print, closely followed by SBS Biotech. Notably, Samsung India moved from the 30th position in H1 2023 to 6th in H1 2024, driven by its Galaxy S24 Ultra campaigns. Cars were the stars of the show, and the category’s prominence in print was evident with brands like Maruti Car Range, Renault Triber, and Honda Shine 100 making strong appearances.

Education Keeps its Top Spot
Education remained a key driver in print advertising, making up three of the top 10 categories. Allen Career Institute and Narayana IIT JEE/NEET/Foundation solidified their positions in the rankings, continuing to attract attention. In fact, three of the top 10 brands hailed from the education sector, underscoring the increasing competition among educational institutions for students’ attention in print media.

New Entrants and Surging Players
The advertiser leaderboard saw a few changes: Reliance Retail and Samsung India Electronics were notable risers, with Samsung’s ascent being particularly remarkable. The tech giant, thanks to its smart devices, catapulted from 30th place in H1 2023 to 6th in H1 2024. SBS Biotech, known for Dr. Ortho Oil, also secured a top spot at number two, while Kent Ro System climbed from 14th to 10th place.

Sales Promotions Continue to Shine
Sales promotions accounted for 28% of total ad space in H1 2024, with discount promotions leading the charge, representing 44% of the total share. Multiple promotions followed with 41%, proving that consumers can’t resist a good deal or a well-packaged bundle. Together, these two categories accounted for 85% of sales promotion ads during this period.

Language Matters
Hindi and English publications were the top mediums for advertisers, contributing to more than 60% of ad volume during H1 2024. This was consistent with the previous year’s figures, confirming the continued importance of these two languages in reaching the largest audience.

Consistency Amid Growth
The top five sectors—Education, Services, Auto, Retail, and Personal Care—together commanded over 60% of ad space in print. Interestingly, the top 10 categories of advertisers remained largely unchanged from 2023 to 2024, with a few notable movers like Telecom Products breaking into the top 10. These categories collectively accounted for 45% of total ad space, showcasing the enduring relevance of print for these major industries.

Closing Thoughts
In the face of evolving digital trends, print advertising has managed to hold its ground, with the automotive and education sectors powering much of the growth in H1 2024. While the overall 5% increase may seem modest, the sectoral insights paint a picture of industries that are still committed to the tangible, trusted format of print. For advertisers seeking lasting impact, it seems print still offers plenty of mileage. Financial Express