TAM AdEx, a division of TAM Media Research, has recently launched a report titled ‘Print: A Glimpse into Advertising Trends for FY 2023’.

The ad space per publication has increased by 2 per cent and 4 per cent in FY 2022 and FY 2023, respectively, when compared to FY 2019. While comparing FY 2023 with FY 2022, growth of 2% in ad space/per publication was reflected.

Sector-wise

Speaking of leading sectors of advertisers, services was the top sector during 2023 with a 15 per cent share. It was top in 2022 too.

Followed by Services is Education (14 per cent), Auto (13 per cent), Retail (9 per cent) and Banking/Finance/Investment (9 per cent).

Personal Accessories stood at 7 per cent and Personal Healthcare at 9 per cent. These top seven sectors retained their respective positions in 2022 as well. 

The top 10 sectors collectively added 83 per cent share of ad space on Print medium.

Category-wise

Cars was the leading category with 7 per cent share of ad space followed by Properties/Real Estates, Two Wheelers and Coaching/Competitive Exam Centre with 5 percent share each, in 2023. 

Out of the top 10 categories, 2 of them belonged to the Services sector. Together, the top 10 categories had a collective share of 44 per cent.

Leading Advertisers

Maruti Suzuki India secured the first position in 2023 as compared to its second position in 2022 on Print. 

The auto brand was followed by SBS Biotech, Reliance Retail, Hero Motocorp, LIC of India, Honda Motorcycles, Titan Co. and Patanjali Ayurved in terms of ranking on the leading advertisers list.

Both Kia Motors Corporation and Bajaj Auto entered the top advertisers list and secured 9th and 10th positions in 2023 over 2022. The top 10 Advertisers contributed 13 per cent share of ad space in Print. 

Leading Brands

Maruti Car Range, followed by Aakash Byjus, Fiitjee, Kedia Sezasthan, Dr Ortho Oil and Vishal Mega Mart were the most advertised brands on print in 2023.

More than 185K brands were present on Print medium during 2023. Kedia Sezasthan was an exclusive brand that entered the top 10 list and secured 4th position compared to 2022.

There were four new entrants in the top brand list during 2023 over 2022.

More than 78K advertisers and more than 104K brands exclusively advertised during 2023 in Print as compared to 2022. 

The Indian Renewable Energy Development Agency and Kedia Sezasthan were the top exclusive advertisers and brands respectively in 2023 compared to 2022.

Innovations

In terms of top innovative ad layouts, Figured Outline was the leading innovative ad layout during 2023 followed by French Window. Top 5 Innovative ad layouts together added 0.7 per cent share of ad spaces during the year.

In addition to the Top 5 Innovations there were 28 more ad innovations with a total share of 0.23 percent.