India’s automobile sector is undergoing a noticeable shift in advertising strategy, with print media regaining prominence while television continues to lose share, according to the latest TAM AdEx 2025 report.
Television ad volumes in the auto category declined by 22% in 2025 compared to 2021, reinforcing a steady downward trend. Although there were short-term spikes-such as a 26% rise in Q3 over Q1-the overall trajectory highlights a reduced reliance on TV as a primary medium.
In contrast, print has made a strong comeback. Ad space grew by 50% over 2021 levels, with momentum building consistently through the year. Notably, Q4 witnessed a 27% increase compared to Q1, signaling renewed confidence among advertisers in print’s effectiveness.
This resurgence is largely driven by sales-focused campaigns, which accounted for 67% of total print ad space. Auto brands are increasingly leveraging print for tactical promotions aimed at driving immediate consumer action and dealership footfall.
Cars and two-wheelers continued to dominate advertising volumes across both channels, with Maruti Suzuki India maintaining leadership positions. Regionally, the North zone emerged as the largest contributor to print advertising, capturing 33% of total ad space.
Meanwhile, other channels showed varied trends. Radio ad volumes doubled compared to 2021, while digital impressions nearly tripled-despite a slight dip toward the end of the year.
Overall, the evolving media mix reflects a strategic pivot toward performance-driven, regionally targeted formats, as auto brands move away from broad-reach television advertising to more conversion-oriented channels.
