Mainline media advertising—encompassing print, television, and radio—continues to be a powerful tool for reaching mass audiences in India. Despite the rapid rise of digital platforms, brands still invest heavily in traditional channels to build trust, enhance visibility, and reach diverse demographics across urban and rural areas.

However, the advertising rates for mainline media can vary significantly based on factors such as location, channel popularity, publication circulation, and time slots. In this article, we break down and compare the advertising costs across different mainline media formats and regions in India to help you make informed decisions for your media planning.

1. Print Media Advertising Rates

Newspapers are one of the most trusted mediums in India. The cost of print advertising is primarily influenced by the newspaper's readership, the city of circulation, ad size, and placement.

Top Newspapers & Estimated Rates (Full Page, in INR)

Newspaper

Metro City (e.g., Mumbai, Delhi)

Tier-2 City (e.g., Jaipur, Kochi)

The Times of India

₹8–12 lakhs

₹2–4 lakhs

Hindustan Times

₹6–10 lakhs

₹2–3.5 lakhs

Dainik Bhaskar (Hindi)

₹4–7 lakhs

₹1.5–2.5 lakhs

Malayala Manorama

₹2–4 lakhs

₹1–2 lakhs

Cost Drivers

  • Edition Location: Metro cities are more expensive.
  • Ad Size & Position: Front page or jacket ads cost significantly more than inside pages.
  • Language: Regional language dailies offer cost-effective targeting.

2. Television Advertising Rates

TV remains a high-impact channel with a wide reach across households. Costs vary based on channel genre, program popularity, and airtime slots.

TV Channels & Estimated 10-Second Spot Rates (in INR)

Channel Type

Prime Time (7-11 PM)

Non-Prime Time

National GECs (e.g., Star Plus, Colors)

₹1.5–3 lakhs

₹50,000–1 lakh

Regional GECs (e.g., Sun TV, Zee Marathi)

₹75,000–1.5 lakhs

₹25,000–60,000

News Channels (e.g., Aaj Tak, NDTV)

₹30,000–80,000

₹10,000–30,000

Sports (e.g., Star Sports during IPL)

₹5–15 lakhs

₹2–5 lakhs

Cost Drivers

  • Event-Based Premiums: Live events like IPL, World Cup, or reality shows command premium prices.
  • Viewer Ratings (TRPs): Higher the TRP, higher the rate.
  • Channel Tier: National channels are costlier than regional ones.

3. Radio Advertising Rates

Radio remains cost-effective, especially for regional campaigns. It allows hyper-local targeting with high frequency and recall.

FM Stations & Estimated 10-Second Spot Rates (in INR)

City Tier

Top Stations (e.g., Radio Mirchi, Red FM)

Local Stations

Tier-1 (e.g., Delhi, Mumbai)

₹1,500–3,000

₹1,000–2,000

Tier-2 (e.g., Indore, Patna)

₹1,000–1,800

₹500–1,200

Tier-3 (e.g., Raipur, Ranchi)

₹700–1,200

₹300–800

Cost Drivers

  • City Tier: Bigger cities have higher rates due to wider reach.
  • Time Band: Morning and evening drive times cost more.
  • Frequency: Bulk spots reduce per-ad cost.

4. Key Takeaways for Advertisers

  • Budget Allocation: Allocate more for high-impact platforms like TV during product launches; use print and radio for tactical or regional campaigns.
  • Test Regional Markets: Regional newspapers and radio can deliver great ROI for specific demographics.
  • Negotiate Bulk Buys: Long-term ad packages offer better rates and added value.
  • Integrated Approach: Combine multiple media formats for a balanced brand visibility strategy.

Final Thoughts

Mainline media still holds immense value in India’s diverse advertising landscape. By understanding the cost dynamics across print, TV, and radio, brands can optimize their ad spend while maximizing reach and impact. Whether you're a national brand or a regional player, smart media planning based on comparative cost insights can drive better ROI and stronger audience engagement.

 

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