Election Ad Spending Boosts Revenue and Profitability for Print Media

Print media experienced considerable revenue and profitability growth in the June quarter due to increased ad spending during the general elections and decreased newsprint pricing, according to industry experts. According to industry estimates, print ad revenue increased by 10-11% in H1 2024, driven by increased election spending, reaching ₹10,000-11,000 crore.

According to industry experts, print media experienced considerable revenue and profitability growth in the June quarter, driven by greater ad expenditure during the general election and decreased newsprint prices. According to industry estimates, print ad revenue increased by 10-11% in H1 2024, driven by increased election spending, reaching ₹10,000-11,000 crore.

Girish Agarwal, Promoter Director of the Dainik Bhaskar Newspaper Group, stated: "Elections create a joyful spirit, with the election economy driving expenditure across the country. In Q1, ad spending increased in sectors such as education, real estate, and jewellery. In Q1, our average newsprint cost was ₹46,900 PMT, a 20.9% drop year on year. This has clearly supported profitability growth in the last few quarters." Brand managers feel that print advertising will continue to play an important role in the media mix due to considerations such as trust, broad reach, high visibility of newspaper ads, and great brand awareness.

Parle Products Senior Category Head Krishnarao Buddha stated, "Print media remains relevant in India for advertising categories like auto and gadgets, as brands can provide detailed product information in a print ad that may not be possible on other mediums."

According to GroupM South Asia COO Ashwin Padmanabhan, print has made a significant comeback in many industries, including SMEs, real estate, and consumer packaged products. "Not only is print ad spending increasing, but advertisers' use of the medium has also changed significantly. Many firms are getting innovative with print and then amplifying it on social media to stimulate conversations about their print ads," he said. Hema Malik, Chief Investment Officer of IPG Mediabrands India, stated, "Many clients are increasing their investment in print due to their trust in the medium's effectiveness."