Mar 19: Excellent Publicity has released its annual 2024–2025 media study, based on insights from TAM AdEx, offering a comprehensive view of how India’s advertising industry evolved over the past year.
The report highlights that 2025 was defined by steady, intent-driven growth, rather than sudden spikes, with advertisers strategically allocating budgets across Print, Radio, Television, and Digital platforms based on audience engagement and performance.
Key Highlights of 2025
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Television ad spends per channel grew by 32.5%
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Print recorded an 8% increase, with 1.46 lakh advertisers and 1.78 lakh brands
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Radio saw a 1% annual growth
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Digital rebounded strongly, achieving 3× growth compared to 2022
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Digital platforms recorded 2.31 lakh+ active brands, the highest ever
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96.5% of digital ads were delivered through programmatic buying
Print Media: Stability with Strong Regional Influence
Print continued to demonstrate reliability and depth, supported by its wide reach and credibility. Maruti Suzuki’s car range emerged as the top advertiser. Rajasthan contributed 15.1% of total share, while New Delhi led among cities at 7.3%. Key categories such as cars (+29%) and retail jewellers (+16%) showed strong growth.
Radio Media: Urban Growth and Financial Category Surge
Radio maintained steady momentum, driven largely by urban markets. Real estate and automobiles remained dominant categories, while Corporate NBFCs grew 15× and banking services rose 99%. Maharashtra (18.9%) and Delhi (18.3%) together accounted for over 32% of total radio advertising.
Television Media: Sports and High-Growth Categories Lead
Television reaffirmed its dominance as a powerful traditional medium. Star India held the highest advertiser share at 19%. High-growth categories included smartphones (+89%) and two-wheelers (+83%), while the sports genre contributed 61.5% of total TV advertising.
Digital Media: Strongest Comeback Across Platforms
Digital advertising saw the most dramatic turnaround after a slowdown in 2024. E-commerce led with an 11.7% share, with Flipkart emerging as both the top advertiser and most active brand. Categories like AV auxiliaries (13× growth) and fashion retail (8× growth) highlighted expanding digital adoption.
Industry Perspective
Commenting on the findings, Vaishal Dalal, Co-founder & Director of Excellent Publicity, said:
“Brands in 2025 focused on making smarter, more selective choices rather than spreading themselves across every platform. Television regained strength, digital made a strong comeback, print remained stable, and radio continued to build strong local connections. Advertisers increasingly chose platforms based on the outcomes they wanted to achieve.”
