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)