Ad space/publication in print witnessed a substantial 58% surge in 2024 compared to 2020, with a marginal 1% increase over the previous year, according to a latest report by TAM AdEx.
Indexed ad space per publication recorded a 9% rise in Q4’24 (October-December) compared to Q1’24 (January-March).
As per the report, during 2024, the top two sectors i.e. Personal Accessories and Durables retained their respective positions compared to 2023. Auto sector led print with 15.2% share of total ad space followed by Services with 14.9% share during 2024.
Also, the top 10 sectors collectively added 84% share of ad space on Print medium. Cars and Two-Wheelers dominated, securing 8% and 6% of ad space, respectively.
The top 10 advertisers together added 14% share of ad space with Maruti Suzuki India leading the list in 2024. Together, the top 10 categories had a collective share of 44%.
Maruti Suzuki India ascended to first position in 2024 compared to 2023 on Print medium. Both Samsung India Electronics, TVS Motor Company and Tata Motors entered the top advertisers list and secured 6th, 8th and 9th positions during 2024 over 2023.
Honda Activa H Smart claimed the top brand position in print, with over 1,81,000 brands actively advertising in 2024. In 2024, four brands in the top 10 list were from the Auto sector.
Five new entrants emerged in the top brand list for 2024, marking a notable shift from 2023. Among top 10 growing categories, Two Wheelers had the highest growth percentage i.e. 29%.
As per the report, in terms of growth percentage, Ecom-Wallets category witnessed the highest growth percentage among the Top 10 i.e. 2.6 times growth. Also, 73,000+ advertisers and 97,000+ brands exclusively advertised during 2024 in Print compared to 2023.
More than 78,000 advertisers and 1,04,000 brands exclusively leveraged print advertising in 2024. Reliance BP Mobility and Samsung Galaxy S24 Ultra were the top exclusive advertiser and brand respectively in 2024 compared to 2023.
Jacket-Full Page was the most preferred Ad Position by advertisers on Print during 2024. Sales Promotion ads accounted for 32% of total ad space in Print during 2024, according to the report.
Deepavali remained the most significant festival for print advertising, contributing 28% of total ad space in 2024.
