Unlock the South: Navigating India's dynamic regional ad markets
India is no longer just a growth market; it's a driving force in Indian advertising. With an estimated INR 7,500 crore contribution to India's total TV advertising expenditure (AdEx) in 2024, this region is a critical battleground for both national and regional brands. The era of generic campaigns is fading, underscoring a strategic imperative for brands to adopt deeply localized approaches to truly connect with consumers and maximize returns in this powerful segment.
Among the four southern states, Tamil Nadu leads with an estimated INR 2,900–3,100 crore in TV AdEx, according to the
Madison
Advertising Report 2025, underscoring its significant television penetration and brand activity. Following Tamil Nadu, Telugu-speaking markets (Andhra Pradesh & Telangana) contributed INR 1,500–1,700 crore, Karnataka brought in INR 1,400–1,600 crore, while Kerala added INR 900–1,100 crore to the overall adex pie. This substantial collective contribution underscores the need for granular market understanding rather than a generic 'South India' approach.
The media landscape in South India is also distinctly regionalised. While national and English content is consumed, it is regional content that truly drives growth. The Madison advertising report 2025 indicates that regional channels grew 9-12 percent in 2024, now accounting for 30 percent of TV AdEx. This highlights the continued strength of regional TV in specific markets, particularly in the South.
"Andhra Pradesh and Tamil Nadu exhibit high TV penetration, where mass CPG brands might achieve sufficient reach with minimal digital investment," observes Niti Kumar, COO, Starcom. However, she adds, "markets with electricity challenges might require a stronger digital layer to complement TV reach."
A unique aspect of Southern markets is the enduring popularity of certain programs and the pervasive passion for movies, which "must be integrated into media plans, unlike in the North where alternative connection methods exist." This necessitates media plans encompassing "not just general entertainment channels (GEC) and movies, but also local news and music channels specific to each state and language."
Menaka Menon, president & managing partner, DDB Mudra highlights the distinct media choices available in each Southern market. "Each of the South markets has one or two lead players across both TV and print," she states. For television, channels like Sun TV, Maa TV, Zee Kannada, and Asianet dominate across four regions. In print, publications such as Thanthi, Eenadu, Vijay Karnataka, and Malayala Manorama hold significant sway. These established players, with their legacy and audience trust, tend to lead the pricing benchmarking.
The Southern advertising market presents a unique equilibrium between regional and national brands. While national advertisers often dominate overall adex, local and regional brands hold a strong presence, particularly in print and digital, which allow for greater localisation.
"Regional brands command 55-60 percent of total advertising inventory across media channels," reveals Upali Nag, chief strategy officer, Wavemaker India, while "National brands command 40-45 percent of inventory, but command approximately 60 percent of revenue due to premium positioning, targeting etc." She notes a growing trend of national brands creating "region-specific campaigns rather than adapting national campaigns," and regional brands expanding beyond traditional media with "significant YoY growth in digital spending."
Kumar points out that the leading players vary by state and medium. "Kerala sees strong local retail advertisers like jewelry brands. In contrast, Tamil Nadu and Andhra Pradesh are crucial markets for national CPG brands, particularly in categories like oral care and food & beverages."
Experts shared the cost of advertising also reflects this regional focus, with regional channels generally being more affordable than national ones due to their smaller, language-specific reach.
'The states behave differently, and the situation changes from market to market. TN & Kerala are high on local player contribution, while AP and Karnataka are comparatively lower,' concluded Menon.
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