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TAM AdEx India has released ‘A Glimpse into Advertising Trends for Y 2024’ for print advertising. The report details the print AdEx trends for the year, highlighting valuable insights for brands and media planners.
According to the report, ad space/publication in print witnessed a substantial 58% surge in 2024 compared to 2020, with a marginal 1% increase over 2023. In quarterly trends, Q4 2024 witnessed a growth of 9% over Q1 in 2024.
The auto sector dominated Print ad space in 2024, ascending to the top position from third in 2023 with a 15% share. Services, with a 15% share, descended from the first position in 2023 to the second in 2024. Other prominent sectors included Education (14%), BFSI (10%), Retail (9%), Personal Accesories (8%), F&B (4%), Personal Healthcare (4%), Durables (4%) and Corporate/Brand Image (2%). The top 10 sectors added an 84% share of ad space on print.
Cars was the leading category with an 8% share of ad space, followed by Two Wheelers with a 6% share in 2024. Other key categories included Properties/Real Estate (5%), Multiple Courses (5%), Retail Outlets-Jewellers (4%), Coaching/Competitive Exam Centre (4%), Retail Outlets - Electronics/Durables (4%), Hospital/Clinics (4%), Retail Outlets - Clothing/Textiles/Fashion (2%) and Schools (2%). Together, the top 10 categories had a collective share of 44% in print.
Maruti Suzuki emerged as the top advertiser in 2024, followed by Hero Motorcorp, Honda Motorcycle & Scooter India, SBS Biotech, Reliance Retail, Samsung Electronics India, LIC of India, TVS Motor Company, Tata Motors and Titan Company.
Honda Activa H Smart was the top brand on print in 2024, followed by Honda Shine 100, Maruti Car Range, Dr Ortho Oil, Allen Career Institute, Prestige Range, Vishal Mega Mart, Aakash Medical/IIT-JEE/Foundation, Renault Triber and Reliance Digital.
Two-wheelers among the categories saw the highest increase in ad secondages with a growth of 29%, followed by Cars with a 13% growth during 2024 compared to 2023. The Ecom-Wallets category witnessed the highest growth percentage among the Top 10 categories, i.e. 2.6 times growth. Other fast-growing categories included Cellular Phones - Smart Phones, Multiple Courses, Travel & Tourism, Ecom-Education, Corporate - Financial Institute, Schools, Ecom-Wallets and Televisions.
Over 73K advertisers and over 97K brands exclusively advertised during 2024 in Print compared to 2023. Reliance BP Mobility and Samsung Galaxy S24 Ultra were the top exclusive advertiser and brand, respectively, in 2024 compared to 2023.
Figured Outline was the leading innovative ad layout in 2024, followed by French Window, Tab, Masthead Integration and Masthead Flap. In addition to the Top 5 Innovations, there were 27 more Ad Innovations with a total share of 0.23%. The top 5 Innovative ad layouts together added 0.6% share of ad spaces in 2024. Jacket-Full Page was the majorly preferred ad position by print advertisers in 2024. 8400+ brands advertised as Jacket-Full Page (Newspaper & Magazine) during 2024, among which Allen Career Institute was the top brand.
Sales Promotion advertising covered 32% share of ad space in print during 2024. Among Sales Promotions, Multiple Promotion was on top with 48% share of ad space followed by Discount Promotion (39%), Add On Promotion (5%), Contest Promotion (3%) and Volume Promotion (3%). The top 2 promotions solely covered an 86% share of ad space during 2024.
Deepavali was the top festival with a 28% share of ad space in print during 2024, followed by Navratri/Durga Puja and Christmas/New Year with 21% & 15% shares, respectively.
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