In an era dominated by digital-first strategies, marketers in 2025 are asking a crucial question: Is mainline media still relevant? Surprisingly, the answer is a resounding yes—traditional media is evolving, not vanishing. While digital advertising continues to surge, TV, print, and radio—collectively known as mainline media—are proving their resilience by adapting to changing consumer behaviors and brand objectives.

What is Mainline Media in 2025?

Mainline media encompasses traditional advertising channels such as:

  • Television
  • Newspapers and Magazines
  • Radio
  • Outdoor Billboards (often clubbed under ATL)

These mediums have long served as trusted platforms for mass communication, and in 2025, their credibility and reach remain unparalleled—especially in India and emerging markets where regional influence matters.

Why Mainline Media Still Matters in 2025

1. Unmatched Reach & Brand Recall

Despite the growth of digital media, TV still commands a large share of ad spend. In India alone, television reaches over 800 million viewers, including rural and non-metro markets where internet penetration remains inconsistent. A 30-second TVC during a prime-time cricket match still holds immense brand value.

2. Trust and Credibility

Print media continues to score high in reader trust. Newspapers like The Hindu or The Times of India are perceived as authoritative sources, making them ideal for credibility-driven campaigns—especially for government notices, real estate, and BFSI brands.

3. Emotional Storytelling & Impact

TV and radio allow for long-form, emotionally resonant storytelling, making them suitable for brand-building campaigns that aim to create a lasting impact, not just conversions.

4. Hybrid Campaign Integration

Many marketers now use mainline media as the hero medium, supported by digital amplification. For example, a TV commercial might drive viewers to engage with a brand online, creating a 360-degree campaign that captures attention across platforms.

2025 Trends: How Mainline Media is Adapting

✅ Connected TV (CTV) Advertising

Traditional TV has gone digital with CTV and OTT platforms. Brands are now buying ad spots on Hotstar, JioCinema, and Amazon MiniTV alongside traditional channels, merging the reach of TV with digital measurability.

✅ Localized Radio is Booming

With hyper-local targeting and regional programming, FM radio stations in Tier-2 and Tier-3 cities are enjoying renewed interest from FMCG, automobile, and retail brands.

✅ Print + QR Code Integrations

Print ads now often include QR codes, AR triggers, and coupon codes, blending offline and online experiences—driving traffic to websites and apps directly from newspapers.

✅ Sustainable Print Innovations

Eco-conscious printing and recycled paper initiatives have made print more palatable for modern consumers and conscious brands.

Who is Investing in Mainline Media in 2025?

  • FMCG giants like Hindustan Unilever and P&G are still heavy TV spenders.
  • Government and public sector campaigns continue to rely on print and radio.
  • Automotive brands blend TVCs with digital test drive booking funnels.
  • Luxury and premium lifestyle brands use print for visual storytelling in high-end magazines.

Challenges for Mainline Media in 2025

  • Limited real-time performance data compared to digital ads.
  • Higher cost of production and placement.
  • Younger audiences shifting toward on-demand content.

Yet, brands that combine the massive visibility of mainline media with performance-driven digital channels are seeing the best of both worlds.

Final Verdict: Is Traditional Advertising Still Thriving?

Absolutely. Mainline media advertising in 2025 is not a relic of the past—it’s a reimagined tool for mass influence, credibility, and storytelling. When used strategically alongside digital, it amplifies campaign impact, ensures brand recall, and reaches audiences that digital alone can’t.

Conclusion

As the advertising ecosystem matures, marketers are learning that mainline media and digital are not rivals—they are allies. For brands looking to scale their message, influence diverse demographics, and build long-term equity, mainline media in 2025 continues to deliver value that digital alone cannot replicate.

 

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