The ad space per publication from January to June of 2024 grew by 5% compared to the same period of 2023, according to TAM AdEx’s ‘January to June 2024 vs January to June 2023 Report for Print Advertising’.
Ad space in the first half of 2022 to 2023 grew by 5% and 11% compared to the same duration of 2022 respectively.
The education sector topped with a 19% share of ad space followed by Services at 15% during the first half of 2024. Additionally, the three top sectors maintained their positions during this period when compared to their rankings in the same duration in 2023.
The top five sectors together accounted for more than 60% share of ad space in the print medium. Furthermore, Telecom Products was the only new sector to enter among the top 10 in the print medium.
Three out of the top 10 categories were from the education sector and two from the Auto and Services sectors each. Meanwhile, the top 10 categories together accounted for a 45% share of ad space in print. Additionally, four out of the top 10 categories moved up in ranking from January to June 2024.
Categories including- Multiple Courses, Properties/Real Estate, Retail Outlets-Electronics/Durables, and Schools maintained their respective ranks in H1 2024 compared to the same period of 2023.
Maruti Suzuki India topped the advertisers’ list followed by SBS Biotech in H1 2024, same as H1 2023. As per the report, Samsung India Electronics moved to sixth rank in the first half of 2024 whereas it was at rank 30 in the first half of 2023.
Further, eight of the top 10 advertisers from H1 2023 were still in the top 10 of H1 2024. The ranking of Kent Ro System shot up to the top 10 list from January to June 2024 compared to the same duration of 2023.
Honda Shine 100 was the top brand in print from January to June 2024 followed by Aakash Medical/IIT-JEE/Foundation. During this period, there were a total of 105 thousand-plus brands advertised in print. In addition to the above, among the Top 10, three brands were from the auto sector and four from the education sector.
Cars saw the highest increase in ad space with 25% growth during the first half of 2024 compared to the same period in 2023. Meanwhile, in terms of growth per cent, the Cellular Phones-Smart Phones category witnessed the highest growth percentage among the top 10 which is 2.9 times in H1 2024.
Hindi and English language publications together contributed more than 60% share of ad volume during both the first halves of 2023 and 2024. The top five publications remain the same in both periods.
Sales Promotion advertising covered a 28% share of ad space in print from January to June 2024. Furthermore, among Sales Promotions, Discount Promotion was on top with a 44% share of ad space followed by Multiple Promotion. Additionally, the top two promotions solely covered 85% share of ad space during the first half of 2024.
