In an era dominated by digital marketing, mainline media — encompassing television, print, and out-of-home (OOH) advertising — is proving its resilience and relevance in India’s evolving marketing landscape. With the Indian advertising industry projected to surpass ₹1.6 trillion by 2030, understanding the mainline media buying dynamics is more crucial than ever for marketers, brands, and agencies.

What is Mainline Media Buying?

Mainline media buying refers to the strategic planning and purchasing of advertising space in traditional mass media channels such as:

  • Television (TV)
  • Print media (Newspapers & Magazines)
  • Out-of-Home (OOH) advertising
    This form of media buying focuses on delivering high-reach campaigns, brand credibility, and regional penetration — especially effective in a diverse market like India.

Trends Shaping Mainline Media Buying (2025–2030)

1. Resurgence of Regional Media

With Tier-II and Tier-III cities contributing significantly to consumption, regional channels and publications are receiving a larger share of media budgets. Brands are tailoring creatives in local languages to improve engagement and recall.

2. TV and Print Integration with Digital

Advertisers are integrating QR codes, NFC, and AR tech within traditional media formats to bridge offline and online customer journeys. This hybrid approach helps track ROI and conversions more effectively.

3. Programmatic Buying Enters OOH

Digital Out-of-Home (DOOH) is gaining traction with programmatic platforms enabling real-time bidding and dynamic creatives based on weather, location, and time.

4. Data-Driven Media Planning

Brands are increasingly leveraging consumer insights, footfall analytics, and media consumption patterns to optimize their buys. Media planners are using AI tools to forecast reach, frequency, and performance more accurately.

5. Sustainability and Ethical Advertising

Eco-conscious media choices — like green billboards, recycled paper ads, and socially responsible messaging — are influencing media buys, especially among FMCG and lifestyle brands.

Advertising Rates Overview (2025–2026 Projections)

Medium

Average Cost (2025 Estimate)

Notes

TV (National Prime Time)

₹1.2–₹2.5 lakh per 10 sec spot

Higher for IPL, reality shows

Regional TV

₹20,000–₹80,000 per 10 sec spot

Cost-effective with high local impact

Newspaper (Front Page - National)

₹25–₹50 lakh per day

Times of India, The Hindu, etc.

Regional Print

₹3–₹15 lakh per day

Strong readership in local markets

OOH (Metro Billboard - Monthly)

₹3–₹10 lakh

Depends on traffic zones

Transit Media (Airport/Metro)

₹2–₹7 lakh per month

Premium urban audience

Note: Rates vary based on seasonality, region, publication, TRPs, and inventory availability.

Forecast for 2025–2030: What to Expect

???? Growth in Ad Spend

Mainline media is expected to grow at a CAGR of 7.2%, driven by election cycles, sports events, and continued urbanization.

???? TV to Reinvent with Smart Viewing

Connected TVs and regional OTT platforms broadcasting TV content are blurring lines between digital and broadcast media, offering new ad slots.

???? Print Will Evolve, Not Die

While newspaper circulation may decline marginally, trust in print will sustain political, legal, and educational advertising.

???? OOH to Lead Local Visibility

OOH, especially DOOH, will become a preferred channel for targeting urban commuters with dynamic, contextually relevant messages.

Conclusion

Mainline media buying in India is far from obsolete. From rural penetration to premium metro visibility, traditional media continues to deliver scale, trust, and impact. As we move towards 2030, brands that blend data intelligence with conventional reach will dominate consumer mindshare. For marketers and agencies, the key lies in striking the right balance between media innovation and strategic legacy investment.

 

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