Budgeting | Mainline Media | Digital Marketing | Elyts Branding

In the ever-evolving landscape of advertising, mainline media remains a powerful channel for brands seeking mass reach and brand credibility. From TV and radio to print newspapers and magazines, these traditional formats offer a unique advantage: wide audience penetration and long-term brand recall. However, one of the most challenging aspects for businesses—especially SMEs and growing brands—is how to budget effectively for mainline media.

Here’s a comprehensive guide to help your brand navigate the budgeting process for mainline media.

Why Mainline Media Still Matters

Despite the rise of digital platforms, mainline media continues to play a crucial role in brand building. Here’s why:

• High credibility and trust: Consumers often trust traditional media more than digital ads.
• Mass reach: TV, radio, and print still command millions of eyeballs, particularly in regional and tier-2/3 markets.
• Emotional impact: Storytelling via television or print spreads brand emotion more effectively.

These benefits come at a cost—often a significant one. This makes budgeting wisely not just helpful, but essential.

Key Factors That Influence Mainline Media Budgets

When planning your mainline media spend, consider the following factors:

1. Media Type

• Television: Ideal for visual storytelling and large audiences, but also the most expensive.
• Radio: Cost-effective for local and regional targeting.
• Print: Excellent for credibility and detail, but prices vary depending on publication and placement.

2. Target Audience & Geography

Your target demographics, including age, income, and region, will influence media selection and cost. For instance, advertising during a regional soap opera may be more cost-effective and impactful for a local FMCG brand than a national primetime slot.

3. Frequency & Duration

The golden rule: Repetition builds recognition. A single ad won’t stick. Budget for consistent presence over weeks or months, not just one-off placements.

4. Production Costs

Don't forget the cost of creating the ad itself—scripts, video shoots, voice-overs, graphic design, and more. For TV and print especially, production quality can make or break campaign effectiveness.

How to Plan Your Mainline Media Budget

1. Start with Objectives

Are you launching a new product? Rebranding? Driving festive season sales? Your goals will determine the media mix and budget allocation.

2. Follow the 70-20-10 Rule

A popular framework:

• 70% for proven channels with high ROI.
• 20% for experimental media formats.
• 10% for innovation or untested creatives.

This ensures a balance between performance and innovation.

3. Allocate by Campaign Stage

Your budget should align with your sales funnel:

• Awareness: Heavy investment in TV, radio, and front-page print ads.
• Consideration: Mid-tier print pages, radio reminders, and targeted placements.
• Action: Combine with digital for a performance push.

4. Negotiate Smartly

Media buying isn’t always at rack rate. Work with experienced media planners or agencies who can secure volume-based discounts, bonus spots, or barter deals.

Budget Benchmarks (Indicative)

While actual budgets vary by industry and geography, here are rough estimates for Indian brands:

Note: These are ballpark figures and vary by time slot, day, location, and media partner.

Mistakes to Avoid

• Underestimating production costs: Always include creative development in your budget.
• Ignoring reach vs. frequency: One ad in a prime spot won’t do the trick. Plan for continuity.
• Over-focusing on one medium: Mainline works best when integrated with digital.

Final Thoughts

Budgeting for mainline media is more than just crunching numbers. It’s about understanding where your audience is, what they trust, and how they consume content. With the right strategy, even smaller brands can punch above their weight and enjoy strong brand lift through traditional media.

Mainline isn’t dying—it’s evolving. And with smart budgeting, your brand can thrive in this space.