Print’s slow decline? Ad space growth slumps to just 1% in 2024, TAM report reveals – Brand Wagon News

Print advertising maintained its position in 2024, witnessing a 58% increase in ad space compared to 2020, though growth remained marginal at 1% over 2023, as per TAM report. The fourth quarter (Oct-Dec 2024) recorded a 9% rise in indexed ad space per publication compared to the first quarter (Jan-Mar 2024), signaling steady but moderate expansion.

Auto and Services Sectors Dominate Print Advertising

The automobile sector led print advertising with a 15.2% share, followed closely by services at 14.9%. Within the auto sector, cars (8%) and two-wheelers (6%) emerged as the most advertised categories. Among the top 10 growing categories, two-wheelers recorded the highest growth at 29%.

Advertisers and Brand Performance

Print advertising saw participation from over 78,000 advertisers and 104,000 brands. Jacket-Full Page remained the most preferred ad position, while sales promotion ads accounted for 32% of total ad space. Deepavali continued to be the leading festival for print advertising, contributing 28% of total ad space.

The top 10 advertisers contributed 14% of total ad space, with Maruti Suzuki India retaining its leadership position. Among brands, Honda Activa H Smart led print advertising for the year.

Innovation and Exclusive Advertising Trends

Innovative advertising layouts remained a niche strategy, contributing only 0.6% of total ad space, with Figured Outline, French Window, and Masthead Integration among the most used formats. More than 73,000 advertisers and 97,000 brands exclusively leveraged print in 2024, with Reliance BP Mobility and Samsung Galaxy S24 Ultra leading as the top exclusive advertiser and brand, respectively.

Sectoral Trends and Key Growth Areas

The top five sectors in print advertising were automobile (15%), services (15%), education (14%), banking/finance/investment (10%), and retail (9%). Notably, the cellular phones-smartphones category surged by 93%, while e-commerce wallets recorded a 2.6x growth.

Sales Promotion and Festive Campaigns Drive Engagement

Sales promotions played a significant role, contributing 32% of total ad space, with discount promotions (39%) and multiple promotions (48%) being the most used strategies. Deepavali led festive advertising, followed by Navratri/Durga Puja (21%) and Christmas/New Year (15%).

Outlook for Print Advertising

While print advertising continues to hold relevance, growth remains modest, with innovation and exclusive brand participation providing some momentum. Sectoral ad spends, promotional strategies, and festive-driven advertising will likely remain the key drivers for print in the coming years.

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