Mainline Media | Trends | Forecasts | Digital Marketing | Elyts

In an era dominated by digital advertising, mainline media—which includes traditional platforms such as television, print, and radio—continues to hold a critical place in India's media ecosystem. As we move into 2025, this segment is undergoing significant transformation, adapting to new audience behaviors, technological advancements, and integrated marketing strategies.
Why Mainline Media Still Matters in India
India’s vast and diverse population means that mass reach
media platforms remain incredibly influential. Television reaches over 210
million households, while newspapers continue to have high readership in
regional and vernacular languages. Despite digital's surge, these traditional
channels offer credibility, familiarity, and unparalleled rural penetration.
Key Trends Driving Mainline Media Buying in 2025
1. Convergence of Digital and Traditional
Advertisers are no longer choosing between mainline and
digital—they’re combining both. Cross-media planning is the new norm,
where a TV campaign is reinforced through OTT and YouTube, while newspaper ads
lead readers to QR codes or landing pages.
2. Regional and Hyperlocal Targeting
With Tier 2 and 3 cities becoming hotbeds of consumption,
advertisers are focusing on regional language newspapers, local TV channels,
and FM radio stations. This localized approach enhances brand relevance
and recall.
3. Programmatic in Traditional Media
The rise of AI-driven media planning tools is
bringing more automation to mainline media. Programmatic TV, where ad spots are
bought based on audience data and time slots, is gaining ground, especially
among FMCG and automobile sectors.
4. Increased ROI Accountability
Brands demand more measurable outcomes from traditional
media. Tools like BARC for TV and IRS for print are being used in
conjunction with mobile attribution models to justify media spends.
5. Shorter Campaign Lifecycles
Attention spans are shrinking, and so are campaigns. Instead
of long-duration TVCs or print ad series, brands are opting for burst
campaigns—short, high-frequency media exposures during festivals, sports
events, or product launches.
6. Sustainability and Ethical Advertising
Brands are becoming conscious of sustainable ad practices.
Print buyers are exploring eco-friendly newspaper partnerships, while
radio and TV stations are promoting cause-based storytelling aligned
with corporate social responsibility (CSR).
Forecast: What’s Ahead for Mainline Media in India
✔️ TV Advertising to Stay Robust
Television will remain a dominant force, especially with new
content being launched on Free Dish and regional channels. Sports
broadcasting, particularly cricket, will continue to attract premium
advertisers.
✔️ Print to Evolve, Not Decline
Print is expected to grow marginally in regional markets,
driven by trust and literacy efforts. Expect hybrid publishing models,
where newspapers integrate AR codes and dynamic content links to engage younger
readers.
✔️ Radio to Pivot with Smart
Integration
With the expansion of smart cars and voice AI, radio
is finding new relevance through podcasts, music apps, and digital
simulcasting, making it an exciting frontier for integrated audio
campaigns.
✔️ Greater Emphasis on Data
The media buying landscape will become more data-informed,
with tools like media mix modeling, sentiment analysis, and audience
segmentation shaping buying decisions.
Final Thoughts
Mainline media in India is far from outdated—it’s evolving
to remain strategically relevant. As we approach 2025, brands that blend
legacy trust with modern agility in their media planning will
have the upper hand. Whether it’s a prime-time TVC, a full-page newspaper
splash, or a radio jingle aired during drive time, traditional channels still
pack a punch—especially when backed by smart media buying strategies.
Elyts Advertising and Branding Solutions | www.elyts.in (India) | www.elyts.agency (UAE)
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