In India’s fast-evolving advertising landscape, mainline media continues to play a dominant role in shaping brand visibility and consumer trust. Television, print, radio, outdoor, and cinema advertising offer unmatched scale and emotional impact — but to tap into their potential, brands must plan their media budgets wisely. Effective budgeting is not just about allocating money; it’s about investing at the right time, in the right channels, to maximize ROI and brand recall.

???? Why Budgeting for Mainline Media Matters

Mainline advertising often demands higher investments compared to digital. With rising competition and fragmented consumer attention, structured planning ensures that brands:

  • Build long-term brand equity

  • Maintain consistent visibility across markets

  • Optimize spending across high-impact periods

  • Avoid over-spending and campaign fatigue

???? How Much Should Brands Spend on Mainline Media?

While spending varies based on industry and goals, a standard guideline followed by advertisers is the 70-20-10 model:

Budget SegmentAllocationPurpose
70% Core MediaMass-reach channels like TV, Print, Radio, OOHFor sustained brand-building
20% Regional/Seasonal MediaRegional TV, Local Print, Regional RadioTo target specific markets & seasons
10% ExperimentationNew formats, premium spots, innovative placementsTo test new opportunities

???? For growing brands, budgets often range between 8%–15% of annual revenue for marketing, with 60%–80% allocated to mainline media depending on scale and market maturity.

???? When to Spend: Media Budget Timing Strategy

Strategic timing amplifies the effect of your investment. Here’s how to plan:

✅ Peak Seasonal Months

Allocate major budgets during high-consumption periods:

  • Festive season (Diwali, Durga Puja, Onam, Pongal)

  • New Year & Wedding season

  • Major shopping events (Big Billion Days, Amazon Sales)

✅ Product Launch Cycles

Brands launching new products or entering new markets should front-load budgets for awareness and trial.

✅ Market Expansion Phase

When entering Tier-2/3 cities, regional print and radio budgets become essential.

✅ Off-Peak Advantage

Buying media during off-season can secure premium placements at lower rates — a smart tactic for sustained visibility.

???? Effective Media Budgeting Tips

  • Mix brand building & performance goals — balance TV & print with measurable touchpoints like call-tracking for radio or QR codes in print.

  • Geo-target wisely — prioritize high-volume and growth markets first.

  • Leverage media audits & agencies — to negotiate better rates and placements.

  • Plan continuity — consistent presence > one-time burst campaigns.

  • Track KPIs — GRPs, reach, frequency, cost per impact, brand lift studies.

???? Pro Tip

Use a hybrid budgeting approach — big-reach channels like TV + localized print & radio + OOH for dominance. Add digital retargeting to maximize campaign efficiency.

???? Conclusion

Budgeting for mainline media isn’t about spending big — it’s about spending smart. With structured planning, timing, and a balanced media mix, brands can strengthen market presence, connect with diverse consumer groups, and establish long-term trust and recall. In a competitive environment, disciplined budgeting backed by data and creativity becomes a brand’s biggest weapon.


Elyts Advertising and Branding Solutions | www.elyts.in  (India) | www.elyts.agency  (UAE)