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2024 was a year of resilience for South Indian print publications, with ad volumes showing mixed trends across languages. Tamil newspapers recorded a modest 1% growth in ad volumes, while Kannada publications maintained the same levels as the previous year. However, Telugu and Malayalam newspapers experienced notable declines of 10% and 8%, respectively, according to the Pitch Madison Advertising Report 2025.
The report attributes this decline to weak market conditions in these regions, which may have impacted advertisers’ confidence and budgets.
In terms of contribution to total print ad volumes, Kannada newspapers held steady at 5%, Tamil’s share increased by 1% to reach 6%, while Telugu and Malayalam each saw a 1% decline, settling at 5% and 3%, respectively — in 2024 over 2023.
The overall print sector in India saw no growth in ad volumes in 2024. While Q1 registered a 16% rise in volumes, the subsequent quarters witnessed declines of 6% in Q2, 9% in Q3, and 1% in Q4 over 2023.
Interestingly, the flat to negative growth in ad volumes across most languages contrasts sharply with the 5% revenue growth recorded in 2024. The Print sector recorded an AdEx of Rs 20,272 crore in 2024, finally managing to cross the pre-Covid level, after a long gap of 5 years. For the second consecutive year, print maintained its share of 19% in overall AdEx in India.
This suggests that despite declining or stagnant volumes, higher ad rates and premium pricing strategies have helped publishers maintain profitability. Advertisers appear to be willing to invest more in high-impact placements, premium slots, and targeted regional campaigns, reinforcing the enduring value of print as a trusted medium.
The relative stability of the South’s overall ad volume share suggests that despite challenges, regional print remains a vital medium for advertisers, particularly in categories like FMCG, retail, and real estate, which continue to invest in localised outreach.
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