Over 185K+ brands present on Print medium during 2023: TAM AdEx

On Print medium, ad space/per publication increased by 2% and 4%, respectively, in Y 2022 and Y 2023 over Y 2019; while comparing Y 2023 with Y 2022, growth of 2% in ad space/per publication was reflected, as per TAM AdEx’s glimpse into Print Advertising trends for Y 2023. In Quarterly Trends, both Q2 and Q4 of Y 2023 witnessed growth of 7% and 28% compared to Q1 of Y 2023. Indexed ad space/per publication increased by 28% during Oct-Dec’23 over Jan-Mar’23.

Services was the top Sector in Print during Y 2023. During Y 2023, the Top 7 Sectors retained their respective positions compared to Y 2022. Also, the Top 10 Sectors collectively added 83% share of the ad space on Print medium.

Cars was the leading category, maintaining its 1st position in Y 2023 over Y 2022 with 7% share of the ad space, followed by Properties/ Real Estates with 5% share in Y 2023. Out of the Top 10 categories, two of them belonged to the Services Sector during Y 2023. Together, the Top 10 categories had a collective share of 44%.

Maruti Suzuki India ascended to the 1st position, dominating the Top 10 list in Y 2023 compared to Y 2022 on Print medium. Both Kia Motors Corporation and Bajaj Auto entered the top advertisers list and secured 9th and 10th positions, respectively, during Y 2023 over Y 2022. The Top 10 Advertisers contributed 13% share of the Ad Space in Print.

Maruti Car Range dominated the brand list in Y 2023 as well. In Y 2023, Kedia Sezasthan was an exclusive brand that entered the Top 10 list and secured 4th position compared to Y 2022. There were four New Entrants that were present in the top brand list during Y 2023 over Y 2022. The Top 10 Brands contributed 5% share of the Print Ad Space. Over 185K+ brands were present on Print medium during Y 2023.

Over 300+ Categories registered positive growth in Y 2023. In terms of growth %, Spices category witnessed highest growth % among the Top 10, that is, 73%, followed by Public Issues with 59%.

Over 78K+ advertisers and 104K+ brands exclusively advertised during Y 2023 in Print compared to Y 2022. Indian Renewable Energy Development Agency and Kedia Sezasthan were the top exclusive advertiser and brand, respectively, in Y 2023 compared to Y 2022.

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. Figured Outline was the leading Innovative Ad Layout during Y 2023, followed by French Window. In addition to the Top 5 Innovations, there were 28 more Ad Innovations with a total share of 0.23%. The Top 5 Innovative Ad Layouts together added 0.7% share of the ad spaces during Y 2023.

Advertising placements on Newspaper or Magazine include Full Page ads, Half Page-horizontal, Jacket, Solus, Half page-Vertical, etc. Jacket-Full Page was majorly preferred Ad Position by advertisers of Print during Y 2023 with a 20% share. Over 8,300+ brands advertised as Jacket-Full Page (Newspaper & Magazine) during Y 2023, among which Fiitjee was the top brand.

Sales Promotion advertising accounted for 32% share of the ad space in Print during Y 2023. Among Sales Promotions, Multiple Promotion was on top with 52% share of the ad space, followed by Discount Promotion. The Top 2 promotions solely covered 84% share of the ad space during Y 2023.

Deepavali was the top festival with 42% share of the ad space in Print during Y 2023, followed by Navratri/ Durga Puja and Christmas/ New Year with 11% and 9% share, respectively.