Print’s rebound shows advertisers are willing to invest in credibility

Adtech and media planning agency Excellent Publicity, in collaboration with TAM Media Research, TAM AdEx, and RCS India, has released its trends report mapping January to June 2025. Based on data from thousands of publishers, broadcasters, and media networks across platforms, the study provides a snapshot of how brands are recalibrating their media mix.

As per the report, print is making a strong comeback in India’s advertising landscape, as highlighted by mid-year data from January to June 2025. After years of perceived decline, print ad volumes increased by 26% compared to the first half of 2023.

This resurgence indicates that advertisers are once again recognising print as a trusted medium, especially in suburban and inner markets where newspaper readership remains consistent.

Cars continue to lead spending with an 8.9% share, and for the first time, retail departmental stores have entered the top 10 advertisers. Maruti Suzuki India is the top advertiser, while Allen Career Institute is the most visible brand. A notable trend is the 31% growth in two-wheeler advertising, further solidifying print's renewed appeal.

The larger question is whether this balance can hold in the second half of 2025, particularly as festive spending, sporting events, and political activity are expected to spike advertising demand. For now, the numbers suggest an industry that is not converging on one dominant medium but spreading risk and opportunity across four.

(Source: Campaign India)