Budgeting | Mainline Media | Outdoor Media | Digital Marketing

As brands prepare their marketing strategies for 2025, a crucial question resurfaces: How much should you allocate for mainline media? Despite the digital boom, traditional channels like television, radio, print, and outdoor advertising remain integral to brand visibility, trust, and mass reach. Budgeting effectively for these media ensures your campaigns deliver both impact and ROI.
Why Mainline Media Still Matters in 2025
Mainline media continues to offer unparalleled reach and
credibility. In India and other emerging markets, regional newspapers,
prime-time TV slots, and FM radio still command huge audiences. Moreover,
consumers tend to trust these platforms more due to their regulated nature and
editorial standards. As consumer trust declines in digital ads due to
oversaturation and ad fraud, mainline media provides stability.
Key Factors That Influence Mainline Media Budgeting
Before jumping into numbers, businesses must evaluate a few
critical factors:
- Industry
Type: FMCG, automobiles, and real estate sectors typically invest
heavily in television and print due to their broad target demographics.
- Target
Audience: If your audience consumes more traditional media (e.g.,
rural or Tier 2 and Tier 3 cities), your budget should lean more towards
mainline.
- Campaign
Objectives: Awareness campaigns often need broader reach, which
mainline media provides. Performance-driven campaigns might combine TV
with digital.
- Media
Rates & Inflation: Expect higher media buying costs in 2025 due to
inflation and demand, especially in political advertising years.
- Integrated
Strategy: If you're blending mainline and digital, your media mix must
be well balanced for maximum effectiveness.
Recommended Budget Allocation Models
1. 60:40 Split (Mainline: Digital)
- Ideal
for mass-market brands focusing on awareness.
- Suitable
for sectors like automobiles, telecom, or retail.
- 60%
covers TV, print, and radio; 40% includes social media, SEO, influencer
marketing, etc.
2. 30:70 Split (Mainline: Digital)
- For
startups or e-commerce brands relying on data-driven marketing.
- Mainline
is used strategically—like full-page ads or high-visibility TV spots
during launches.
3. 50:50 Balanced Mix
- Best
for brands aiming at omnichannel presence.
- Print
and TV boost credibility, while digital supports engagement and conversion
tracking.
Budget Benchmarks for 2025 (India-focused)
Business Size |
Annual Ad Budget |
Mainline Media Budget (Avg.) |
Small |
₹20-50 Lakhs |
₹6-20 Lakhs |
Mid-size |
₹50 L – ₹5 Cr |
₹25L – ₹2.5 Cr |
Large |
₹5 Cr+ |
₹3 Cr+ |
Note: These numbers vary based on brand maturity, region,
and sector-specific trends.
Pro Tips for Smart Mainline Media Spending
- Invest
in Regional Media: Regional language newspapers and TV channels
provide a high ROI in rural markets.
- Negotiate
Smartly: Engage media buying agencies to optimize rates and secure
value-added benefits like free spots or repeat insertions.
- Track
Effectiveness: Use tools like BARC ratings (for TV), readership
surveys (for print), and call tracking numbers to measure impact.
- Test
and Learn: Run pilot campaigns before committing to full-year plans.
Final Thoughts
Mainline media remains a powerful tool in your 2025
marketing arsenal—but budgeting for it requires careful planning. Understand
your audience, set clear goals, and strike the right balance with digital
media. Done right, your investment in mainline channels will enhance brand
trust, build scale, and deliver long-term value.
Elyts Advertising and Branding Solutions | www.elyts.in (India) | www.elyts.agency (UAE)
Leave a Comment