Despite massive digital penetration, print, press and TV have been the mainstay for marketers in India for many years.
It is mainly because of the mass reach they offer and the tried and tested effectiveness.
eMarketer’s recently forecasted that estimated TV ad spending will account for 39.3% of total media ad outlays this year, with newspapers making up 33.9%.
To add on to that, by 2018, TV ad revenue will exceed print's, according to a KPMG and the Federation of Indian Chambers of Commerce (FICCI) research.
It further reported that print advertising generated INR201.3 billion ($3.0 billion) in revenues in 2016, newspapers generated INR289.9 billion ($4.3 billion) in overall revenues, while TV was responsible for INR201.2 billion ($3.0 billion) in 2016.
To find out how newspapers and TV drive revenue today in India, and why they still lead investment from brands, The Drum spoke with marketing experts from across the industry.