Government print ad spend hits Rs 644 crore in FY25, GST campaign boosts 2026 outlook

Even as digital platforms continue to claim a larger share of public communication budgets, 2025 provided a strong counterpoint favoring print. Over a span of just 55 days, between September 4, 2025, and October 28, 2025, the Union government spent over Rs 4.76 crore promoting the 'GST Bachat Utsav', an initiative aimed at raising awareness about tax benefits. Information obtained under the Right to Information Act shows that the entire expenditure was directed solely toward print media advertisements.

This campaign was part of a broader resurgence of government advertising in print during 2025, reinforcing the medium as a preferred choice for large-scale, credibility-driven public messaging. At a policy level, the trend is evident. In FY25, government advertising in print reached Rs 643.63 crore, underlining its ongoing relevance in the government’s media strategy. In the Union Budget 2024-25, the Government of India allocated Rs 1,089 crore for information and publicity.

Supporting this trend with data, Sivakumar Sundaram, CEO (Publishing), BCCL, pointed to measurable growth in recent months. "We have seen significant growth in government spends for the April-December period in FY25-26, with a 10 percent increase in print spends over the same period last year. This proves that print remains a crucial vehicle for communicating various schemes, policies, and achievements to the public," he said.

A Structural Reset in Rates
A major development came in November 2025, when the government approved a 26 percent hike in DAVP or CBC print advertisement rates. Black-and-white ad rates per sq cm for one lakh circulation dailies were raised from Rs 47.40 to Rs 59.68, with enhanced premiums for color advertisements, preferred positioning, and special placements. For publishers facing rising costs in newsprint, logistics, and manpower, the rate revision offered much-needed relief and reset the base economics of government advertising in print. The Ministry of Information and Broadcasting stated that the revision would support print media revenue, sustain quality journalism, bolster local news, and recognize print’s role in a diverse media ecosystem.

Not a Spike, Just the Presses Realigning
While topline numbers appear strong, industry leaders caution that 2025 should not be seen as an unbroken acceleration. Samudra Bhattacharya, CEO – Print, Hindustan Media Ventures, explained that growth must be seen in context. "FY25 was impacted by the general election-led model code of conduct during Q1, restricting government advertising. The subsequent increase was partly a normalization rather than an anomaly," he said. As election-related restrictions ease, Bhattacharya expects government advertising to stabilize rather than surge, although this stability now sits on a higher rate base, improving revenues even if volumes fluctuate.

Ballots, Budgets, and Broadsheets
With multiple state elections in 2026, government advertising is expected to remain an important, though uneven, contributor to print revenues. Bhattacharya noted that election cycles often balance out. "Political parties increase spending before elections, but the model code of conduct reduces DAVP volumes, often offsetting each other," he explained. Sundaram believes elections will reinforce print’s position. "In 2026, with multiple state elections, print will remain a leading platform for reaching regional audiences and communicating national policies," he said, emphasizing print’s unique combination of reach, credibility, and legacy.

Regional Momentum, National Scale
Regional publishers are well-positioned to benefit from election-linked government advertising. Uday Jadhav, CEO, Sakal Media Group, sees the 2025 uptick as the start of a longer spending cycle rather than a one-off spike, pointing to municipal and local body elections in Maharashtra. He added that the 26 percent CBC rate hike ensures that even if volumes normalize, overall government ad value will remain higher in 2026. Sundaram cautioned against framing regional and national publications as competitors, noting that they work together to cover the full diversity of audiences. Regional papers provide deep local penetration, while national dailies amplify impact nationwide.

Can Government Ads Cushion Private Sector Softness?
Despite the renewed focus on government advertising, publishers emphasize it cannot replace private sector demand. "Print remains preferred due to its credibility, reach, and impact. Government advertising complements private spending rather than substitutes for it," Bhattacharya said. Sundaram added that private sector print advertising is independently growing due to creative and narrative possibilities, operating separately from government spends.

A Tale of Uneven Markets
Growth in government advertising is not uniform across states. Kerala, for example, saw a cautious picture. Anup Mathew, SVP, Mathrubhumi, noted that government spends were lower in 2025 compared to 2024, partly because CBC rates applied to select editions only. With rates now revised across all editions, he said sustaining momentum in 2026 will depend more on volumes than on rate revisions alone.

Setting the Print Run for 2026
Looking ahead, publishers are budgeting for steady rather than exceptional gains. Bhattacharya expects positive growth from government advertising, though it will vary by region. Sakal is more optimistic in election-heavy Maharashtra, projecting 10-12 percent growth in total advertising revenue, with government advertising contributing disproportionately, targeting up to 25 percent growth. Mathrubhumi anticipates spends closer to 2024 levels, still showing double-digit growth over 2025 despite election pauses.

Fresh Ink, Cautious Optimism in 2026
While government advertising is unlikely to be the sole driver of print’s revival, campaigns like the Rs 4.76-crore GST Bachat Utsav and the structurally higher rate regime underscore print’s continued importance for credibility-led public communication. With elections ahead, higher rates in place, and trust still strong, print enters 2026 with improved revenue visibility. Whether this momentum translates into long-term growth will depend on volumes, execution, and print’s ability to maintain relevance in an increasingly fragmented media landscape.