Agri-sector prioritises print ads, digital shows steady growth in 2024: Report
advertising
, with print media dominating ad spending in 2024. A new report from Excellent Publicity, an Indian ad-tech agency, has revealed that print accounted for 66 per cent of total ad expenditure. While traditional media remains strong, digital advertising is also seeing steady growth, increasing by 18 per cent in 2024.
Print remains king, North zone leads
Print media's significant 66 per cent share of total ad spend in 2024 marks a considerable increase from the previous year. This reflects its continued reach into rural and semi-urban India. The North Zone led print advertising, contributing 35.7 per cent of total print ad spends, followed by the South Zone at 30.8 per cent. Regional newspapers like Dainik Bhaskar and Eenadu were key players, with Dainik Bhaskar strong in the North and East, and Eenadu in the South.
Indian Farmers Fertiliser Cooperative
(IFFCO) maintained its lead among print advertisers, holding a substantial 65.6 per cent share of print ad spends. Emerging players like Veda Seed Science and Basant Agro Tech also made their mark. The report also highlighted that 99.4 per cent of print ads were in color, with 74.3 per cent occupying premium front-page slots, emphasizing the visual impact desired by advertisers.
Television ad spend shifts
While television advertising saw a 53 per cent decline in ad spends in 2024 compared to 2022, the insecticide brand category gained traction, rising to the top spot with a 16.2 per cent share. News channels were the preferred choice for TV ads, making up 80.4 per cent of total ad spends, followed by General Entertainment Channels (GECs). Prime Time (6:00 PM to 11:00 PM) remained the most popular time slot. Notably, actor Ajay Devgn was the most visible celebrity in the sector, with celebrity-endorsed ads accounting for nearly 12 per cent of total TV ad durations. ITV Network also made significant inroads among TV advertisers.
Radio sees growth, West zone dominates
Radio advertising experienced a 38 per cent rise in ad spends in 2023 compared to 2022. Tirth Agro Technology led the way, capturing 30 per cent of total radio ad spends in 2024 and an impressive 71.7 per cent share during January to March 2025. The West Zone was the largest contributor to radio ad spends, accounting for 59.1 per cent, with My FM emerging as the most preferred radio network. Radio continues to be relevant due to its regional penetration and cost-efficiency, particularly among rural and tier-two audiences.
Digital on the rise, Facebook leads
Digital advertising showed an 18 per cent growth in 2024 over 2022, with Jain Irrigation System leading digital spends. Facebook.com captured the largest share of digital ad spends at 60.6 per cent, followed by X.com at 28 per cent. Display ads were the dominant format, making up 95.4 per cent of total digital ad volumes. While video ads had a smaller share at 4.6 per cent, they indicate a growing interest in this format. The digital space saw over 190 exclusive advertisers in 2024, highlighting the increasing adoption of digital-first strategies within the agriculture sector.
Strategic ad placements aligned with agri-cycles
Advertising activity across the sector showed clear peaks aligned with agricultural cycles. On TV, advertising peaked between May and November, reflecting sowing and harvesting periods. Print advertising saw its peak from October to December, while radio advertising was highest from January to March. Digital advertising peaked from June to August. This strategic timing ensures that advertising efforts align with key agricultural activities and seasonal buying patterns.
Vaishal Dalal, co-founder and director of Excellent Publicity, commented on the findings, "The agriculture and farming sector continues to show a strong preference for traditional mediums, particularly print, which offers unparalleled reach in rural and semi-urban India. However, we are seeing growing digital adoption, especially for precision targeting and building direct engagement with the new-age farming community. The integration of digital with traditional advertising will likely shape the sector's future media strategies."
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