As per TAM AdEx's report, the ad space demonstrated consistent growth, with a 4% increase in 2023 compared to 2019 and notable quarterly spikes of 7% in Q2 and 28% in Q4, surpassing the 2% rise observed in the detailed 2023-2022 comparison.

1. TAM AdEx
Print : A Glimpse into
Advertising Trends for Y 2023
SOURCE: ADEX INDIA
A DIVISION OF TAM MEDIA RESEARCH

2. Advertising Overview in Print
01
03
Contents
Sales Promotions
02 Ad Innovations and Position of Ads
04 Ads with Festive Theme

3. Highlights
06
07
08
09
01
02
03
04
10
05
Ad space/publication surged by 2% in Y 2023
compared to Y 2022 on Print.
Indexed Ad Space/Per Publication increased
by 28% during Oct-Dec’23 over Jan-Mar’23.
Services sector topped with 15% share of Ad
Space followed by Education with 14% share
during Y 2022.
Cars & Properties/Real Estate were the top
two categories, with 7% and 5% share of ad
space, in the Y 2023.
Among top 10 growing Categories, Spices had
the highest growth % i.e. 79%.
78K+ advertisers and 104K+ brands
exclusively advertised on Print during Y 2023
over Y 2022.
Jacket-Full Page was the most preferred Ad
Position by advertisers of Print during Y 2023.
Sales Promotion advertising covered 32%
share of Ad Space in Print during Y 2023.
Deepavali was the top festival with 42% share
of ad space in Print in Y 2023.
The top 10 advertisers together added 13%
share of ad space with Maruti Suzuki India
leading the list in Y 2023.
Maruti Car Range was the top brand on Print.
There were 185K+ brands present in Y 2023.

4. Indexed Ad Space/Per Publication increased by 28% during Oct-Dec’23 over Jan-Mar’23
100
67
88
102 104
Y 2019 Y 2020 Y 2021 Y 2022 Y 2023
Indexed Growth in Ad Space/Per Publication
Index: Y 2019=100
 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.
 In Quarterly Trends, both Q’2 and Q’4 of Y 2023 witnessed growth of 7% and 28% compared to Q’1 of Y 2023.
100
107
99
128
Jan-Mar'23 Apr-Jun'23 Jul-Sept'23 Oct-Dec'23
Quarterly Trends in Print: Y 2023
Source: TAM AdEx Period : Y 2019 to Y 2023
Note: Figures are based on Col*Cms for Print; excluding house ads

5.  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 ad space on Print medium.
Leading Sectors: Services was the top Sector during Y 2023
Source: TAM AdEx
Rank Top Sectors
1 Services 15%
2 Education 14%
3 Auto 13%
4 Retail 9%
5 Banking/Finance/Investment 9%
6 Personal Accessories 7%
7 Personal Healthcare 5%
8 Food & Beverages 5%
9 Durables 4%
10 Personal Care/Personal Hygiene 2%
1
2
3
4
5
6
7
9
8
10
Others 11%
Rank in Y 2022
Period : Y 2023
Note: Figures are based on Col*Cms for Print; excluding house ads

6. 1
2
3
4
5
6
7
Cars
Properties/Real Estates
Two Wheelers
Coaching/Competitive Exam Centre
Retail Outlets-Jewellers
Multiple Courses
Retail Outlets-Electronics/Durables
5%
5%
5%
4%
4%
4%
9
Hospital/Clinics
Public Issues
Retail Outlets-Clothing/Textiles/Fashion
4%
3%
2%
10
7%
1
2
4
3
5
7
8
6
9
10
Rank in Y 2022
Next 40 Categories 29%
 Cars was the leading category with 7% share of ad space followed by Properties/Real Estates with 5% share in Y 2023.
 Out of the top 10 categories, 2 of them belonged to Services Sector during Y 2023.
 Together, the top 10 categories had a collective share of 44%.
Top Categories: Cars maintained its 1st position in Y 2023 over Y 2022
Source: TAM AdEx Period : Y 2023
Note: Figures are based on Col*Cms for Print; excluding house ads
Top 10 Categories [700+]
8

7. Top 10 Advertisers (Y 2023): [150 K+]
Rank
(Y 2022)
1 Maruti Suzuki India 2
2 SBS Biotech 1
3 Reliance Retail 3
4 Hero MotoCorp 4
5 Life Insurance Corporation Of India 5
6 Honda Motorcycle & Scooter 7
7 Titan Company 6
8 Patanjali Ayurved 9
9 Kia Motors Corporation 31
10 Bajaj Auto 25
 Maruti Suzuki India ascended to 1st position 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 during Y
2023 over Y 2022.
Leading Advertisers: Maruti Suzuki India dominated the Top 10 List
Source: TAM AdEx Period : Y 2023
Note: Figures are based on Col*Cms for Print; excluding house ads
Top 10 Advertisers
contributed 13% share
of Ad Space in Print

8.  185K+ brands were present on Print medium during Y 2023.
 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 4 New Entrants that were present in the top brand list during Y 2023 over Y 2022.
Leading Brands: Maruti Car Range dominated the brand list in Y 2023
Source: TAM AdEx
Rank Top 10 Brands (Y 2023): [185 K+]
1 Maruti Car Range
2 Aakash Byjus
3 Fiitjee
4 Kedia Sezasthan
5 Dr Ortho Oil
6 Vishal Mega-Mart
7 Prestige Range
8 Allen Career Institute
9 Pigeon Home Appliances
10 Tanishq Jewellery(Gold Studded)
Top 10 Brands
contributed 5% share of
Print Ad Space
Period : Y 2023
Note: Figures are based on Col*Cms for Print; excluding house ads

9.  In terms of growth %, Spices category witnessed highest growth % among the Top 10 i.e. 73% followed by Public Issues
with 59%.
Top Growing Categories : 300+ Categories registered Positive Growth
Source: TAM AdEx
Rank
Top 10 Growing Categories (Y 2023)
(based on highest increase in Ad Volumes) Growth
1 Cars 41%
2 Public Issues 59%
3 Properties/Real Estates 15%
4 Two Wheelers 16%
5 Retail Outlets-Jewellers 14%
6 Multiple Courses 14%
7 Retail Outlets-Electronics/Durables 10%
8 Travel & Tourism 38%
9 Schools 21%
10 Spices 73%
Period : Y 2023
Note: Figures are based on Col*Cms for Print; excluding house ads

10.  78 K+ advertisers & 104 K+ 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.
Leading exclusive^ Advertiser and Brands in Y 2023
Source: TAM AdEx
Rank Top Exclusive^ Advertisers (Y 2023): [78 K+]
1 Indian Renewable Energy Development Agency
2 Radon B V
3 Azad Engineering
4 Doms Industries
5 India Shelter Finance Corporation
6 Tata Technologies
7 Nexus Select Trust
8 Bandhan Asset Management Company
9 Happy Forgings
10 Inox India
Rank Top Exclusive^ Brands (Y 2023): [104 K+]
1 Kedia Sezasthan
2 Honda Shine 100
3 Maruti Suzuki Fronx
4 Kuhl Stylish Fans
5 Maruti Suzuki Jimny
6 Hero Super Splendor Xtec 125 Cc
7 Honda Elevate
8 Kent Grand Star RO
9 HDFC Systematic Invest Plan
10 Tanishq Dharohar
^ Present in Y 2023 and not in Y 2022
Period : Y 2023
Note: Figures are based on Col*Cms for Print; excluding house ads

11. Source: TAM AdEx Period : Y 2023
Note: Figures are based on Col*Cms for Print; excluding house ads
Ad Innovations in Print
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.
Figure Outline
Teaser French Window
Seamless Jacket
Bookmark

12. 0.1%
0.2%
0.3%
0.05%
0.05%
 Figured Outline was the leading Innovate 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%.
 Top 5 Innovative Ad Layouts together added 0.7% share of ad spaces during Y 2023.
Top Innovative Ad Layouts in Y 2023
Source: TAM AdEx Period : Y 2023
Note: Figures are based on Col*Cms for Print; excluding house ads
1. Figured Outline
2. French Window
3. Tab
4. L Shape
5. Seamless Jacket
Top 5 Innovative Ad
Layouts
6-10 Innovative Ad
Layouts
11-28
Innovative
Ad Layouts
0.7%
0.15%
0.08%

13. Position of Ads
Source: TAM AdEx Period : Y 2023
Note: Figures are based on Col*Cms for Print; excluding house ads
Advertising placement on Newspaper or Magazine, like Full Page ads, Half
Page-horizontal, Jacket, Solus, Half page-Vertical etc.
Bookmark
Island Solus
Half Page
Horizontal (NP)

14.  Jacket-Full Page was majorly preferred Ad Position by advertisers of Print during Y 2023.
 8300+ brands advertised as Jacket-Full Page (Newspaper & Magazine) during Y 2023 among which Fiitjee was the top brand.
Top Ad Positions in Y 2023
Source: TAM AdEx Period : Y 2023
Note: Figures are based on Col*Cms for Print; excluding house ads
Jacket-full Page
Full Page (np)
Half Page-Horizontal (np)
Solus
Strip-Horizontal
Top 5
Ad Positions
20%
1%
6%
14%
18%

15. Source: TAM AdEx Period : Y 2023
Note: Figures are based on Col*Cms for Print; excluding house ads
Ads with incentive offer themes in Print medium by Advertisers to increase the sale of their brands are
considered as Sales Promotion Ads.
This section gives an overview of Sales Promotions ads during Y 2021 in Print Medium.
TAM AdEx’s segregation of sales promotions ads:
Add On Promotion: The ‘gift with purchase’ is a very common promotional technique in which the
customer gets something in addition to the main purchase.
Brand Promotion: All the ads with which no promotions are attached and are pure branding of product
is called Brand Promotion.
Contest Promotion: This offer gives the consumer a change to win a large prize through luck. It usually
involves a lucky draw or a scratch card based on which the winners are decided.
Discount Promotion: It offers either (1) a discount to the normal selling price of a product, or (2) more
of the product at the normal price.
Exchange Promotion: It refers to offering exchange of old product for a new product at a price less than
the original price of the product.
Multiple Promotions: These are promotion offers which include more than one of the four types of
promotion offers defined above, in a single promotion offer
Sales Promotions in Print

16.  Sales Promotion advertising covered 32% share of ad space in Print during Y 2023.
 Among Sales Promotions, Multiple Promotion was on top with 52% share of ad space followed by Discount Promotion.
 Top 2 promotions solely covered 84% share of ad space during year 2023.
Ads with Sales Promotions: Y 2023
Source: TAM AdEx Period : Y 2023
Note: Figures are based on Col*Cms for Print; excluding house ads
65% 32%
3%
Brand
Promotion
Sales
Promotions
Others
1. Multiple Promotion 52%
2. Discount Promotion 32%
3. Add On Promotion 6%
4. Volume Promotion 4%
5. Contest Promotion 3%
Others (4) 4%

17. DEEPAVALI
NAVRATRI/D
URGA PUJA
CHRISTMAS/
NEW YEAR
INDEPENDENCE
DAY
REPUBLIC DAY
 Deepavali was the top festival with 42% share of ad space in Print during Y 2023 followed by Navratri/Durga Puja and
Christmas/New Year with 11% & 9% share respectively.
Top 5 Festivals in Y 2023 (Based on Ads with Festive Theme)
Source: TAM AdEx Period : Y 2023
Note: Figures are based on Col*Cms for Print; excluding house ads
6%
9%
9%
11%
42%
1.
2.
3.
4.
5.

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