Print’s ad resilience gets a festive season boost

Mumbai: Despite the global downturn, India's print media sector is thriving, with advertising revenue and circulation remaining strong. Brands continue to recognize the value of print's extensive reach, credibility, and ability to engage highly targeted audiences. The resilience of the industry is being further bolstered by the festive season, as advertisers ramp up their spending across crucial sectors, while publisher-driven events offer an additional platform for brands to capitalize on print media.

According to the Indian Newspaper Society (INS) data, English daily advertising revenue from accredited agencies grew by 3.83%, reaching ₹3,590 crore. Their market share among agencies increased to 43.9% from 42.02% the previous year, as businesses allocate larger budgets to premium ad spaces in a landscape marked by fragmentation.

Indian-language dailies contributed ₹4,545 crore, slightly down from ₹4,718 crore the previous year, likely influenced by the Lok Sabha election year, which saw a surge in election-related advertising spending. In total, INS members reported an advertising business of ₹14,774 crore for 2025, a slight decrease from ₹15,316 crore in 2024.

This positive trend is driven by newspaper publishers expanding their revenue streams beyond print, including digital, outdoor advertising, and events. A recent Crisil Ratings study projects that non-print businesses could account for around a quarter of revenue for major newspaper groups this fiscal year, up from 13% in 2019. This diversification is expected to serve as a buffer as traditional print revenue continues to face challenges.

The upcoming festive season appears promising for both marketers and consumers, with household consumption remaining steady, two-wheelers and consumer durables witnessing growth, and retail credit expanding. Print media advertisers are leveraging this buoyancy to drive sales and boost their respective categories, according to Sivakumar Sundaram, CEO of The Times of India.

Significant increases in advertising volumes have been observed in sectors such as financial services, FMCG, mobiles, and retail jewellery, signaling a robust festive season ahead.