Agri sector spent 66% on print ads in 2024; digital grew 18%: Excellent Publicity report

Excellent Publicity, a ad-tech agency in India, has released its latest report capturing key advertising trends in the Agriculture & Farming sector. Drawing insights from over 900 television, 750 radio, 12,000 digital, and 26,500 print media campaigns executed by the agency, along with comprehensive data from TAM Media Research Pvt. Ltd., the report sheds light on how agri-based brands and companies have navigated various media platforms to connect with farmers and rural markets across India.

Print media remained the sector's preferred choice, commanding a dominant 66% of total ad spend in 2024, reflecting a significant increase from the previous year. The North Zone emerged as the top spender, contributing 35.7% of total print ad spends, followed closely by the South Zone at 30.8%. Newspapers like Dainik Bhaskar and Eenadu led the regional ad spaces, with Dainik Bhaskar dominating in the North and East, while Eenadu held the top spot in the South.

Among the top print advertisers, Indian Farmers Fertiliser Cooperative (IFFCO) maintained its leadership with a commanding 65.6% share of print ad spends, followed by emerging players like Veda Seed Science and Basant Agro Tech. Notably, 99.4% of print ads were in color, underlining the medium’s ability to deliver visually striking campaigns, with 74.3% of ads occupying the premium front-page slots.

Television advertising saw a 53% decline in ad spends in 2024 compared to 2022, but Insecticides brands gained significant traction, rising to the top spot with a 16.2% share. News channels dominated television preferences, accounting for 80.4% of total ad spends, followed by General Entertainment Channels (GECs). Prime Time (6:00 PM to 11:00 PM) remained the most utilized time slot. Ajay Devgan emerged as the most visible celebrity in the sector, with celebrity-endorsed ads contributing nearly 12% of total TV ad durations. ITV Network also made significant inroads among TV advertisers.

Vaishal Dalal, Co-founder & Director of Excellent Publicity, 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.”

On radio, the sector witnessed a 38% rise in ad spends in 2023 compared to 2022, led by Tirth Agro Technology, which captured 30% of total radio ad spends in 2024 and an impressive 71.7% share during Jan-Mar 2025. The West Zone was the largest contributor to radio ad spends, accounting for 59.1%, with My FM emerging as the most preferred radio network. Radio maintained its relevance with its regional penetration and cost efficiency, especially among rural and tier-2 audiences.

Digital advertising grew by 18% in 2024 over 2022, with Jain Irrigation System leading digital spends. Facebook.com captured 60.6% of total digital ad spends, followed by X.com at 28%. Display ads were the preferred format, making up 95.4% of total digital ad volumes, while video ads held a smaller share at 4.6%, indicating that while video is gaining interest, static creatives still dominate in the sector. The digital space saw over 190 advertisers exclusively active in 2024, showcasing the increasing interest in digital-first strategies among agriculture brands.

Advertising activity across the sector peaked between May and November on TV, October to December in Print, January to March on Radio, and June to August on Digital, aligning with agricultural cycles like sowing, harvesting, and seasonal buying patterns. The sector’s advertising footprint remained strong across all days of the week and across all four platforms.