MUMBAI : The humble print ad is still king of the farm, it seems, as a new report from Excellent Publicity, India’s ad-tech wizards, reveals that the agriculture and farming sector splurged a whopping 66 per cent of its total ad spend on print in 2024. That’s a bumper crop of broadsheets and tabloids reaching the heart of rural India.
The report, drawing insights from thousands of campaigns and TAM Media Research data, painted a vivid picture of the agri-sector’s media consumption habits. While print remains the sturdy backbone of advertising efforts, digital is certainly planting its seeds, showing an 18 per cent growth in 2024 over 2022. It appears even farmers are swiping right on new tech.
North Zone proved to be the print-loving powerhouse, accounting for 35.7 per cent of total print ad spends, with the South close behind at 30.8 per cent. Regional stalwarts like Dainik Bhaskar and Eenadu continued to harvest the lion’s share of regional ad spaces, proving that local news still cuts the mustard.
Indian Farmers Fertiliser Cooperative (IFFCO) cemented its position as the top dog in print, commanding a massive 65.6 per cent share. Clearly, they’re not just fertilising crops, but ad pages too. And for those wondering, 99.4 per cent of these ads were in glorious technicolour – because even a tractor looks better in high definition – with nearly three-quarters gracing those coveted front-page spots.
Television, however, saw a bit of a dry spell, with ad spends declining by 53 per cent in 2024 compared to 2022. Yet, insecticide brands sprayed their way to the top, seizing a 16.2 per cent share. News channels, ever the purveyors of prime-time drama, scooped up 80.4 per cent of TV ad spends. And who was the most familiar face gracing these agricultural advisories? None other than ajay devgan, whose celebrity endorsements tilled nearly 12 per cent of total TV ad durations.
Excellent Publicity co-founder & director Vaishal Dalal commented, “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.”
Radio, that old faithful, saw a 38 per cent surge in ad spends in 2023 over 2022. Tirth Agro Technology, clearly with an ear to the ground, dominated radio waves, capturing 30 per cent of total radio ad spends in 2024. The West Zone was the loudest on radio, contributing 59.1 per cent, with My FM becoming the most preferred network. It seems radio still holds its own, proving that some classics never go out of style.
Digital, the youthful disruptor, witnessed an 18 per cent growth in 2024 over 2022, with Jain Irrigation System leading the charge. Facebook.com, perhaps surprisingly, reaped 60.6 per cent of total digital ad spends, followed by X.com at 28 per cent. Display ads, those familiar banners and pop-ups, were the preferred format, making up 95.4 per cent of total digital ad volumes. Video, while sprouting interest, still has some growing to do. Over 190 advertisers cultivated exclusive digital campaigns in 2024, showing a clear shift towards digital-first strategies.
The report concluded that advertising activity generally followed the agricultural calendar, peeking from May to November on TV, October to December in Print, January to March on Radio, and June to August on Digital. It seems advertisers know exactly when to sow their seeds to reap the best results.
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