In the digital age, it’s hard to think that traditional media is still relevant. However, TV and radio advertising still hold their ground, even in 2025; not by resisting change, but by evolving with it.
Far-reaching Capabilities
In spite of the rise of streaming, television is still the most consumed form of media globally. According to the GroupM Global Mid-Year Forecast 2024, linear TV is projected to account for 27% of total ad spend in 2025.
Additionally, the rapid adoption of Connected TVs is helping broadcasters and brands tap into more targeted, measurable formats. In markets like India, Brazil, and parts of Southeast Asia, TV reach continues to surpass 80%, particularly in tier-2 and tier-3 cities.
Radio is a powerhouse in India. The TAM AdEx H1 2024 report shows that radio ad volumes grew by 3% compared to the same period last year. It remains strong during peak commute hours in cities, and in regions with low internet accessibility.
The Trust Factor
Digital ads are the go-to to reach a wider, enriched audience that traditional media cannot, but TV, print and radio still get away being the most trustworthy forms of advertisement. A 2024 Edelman Trust Barometer Special Report found that 61% of respondents trust advertising on TV and radio, compared to just 43% for social media. With social media and other forms of digital content offering scarce credibility, legacy platforms still influence customer decisions to a great extent. Alongside television, print continues to maintain relevance in many traditional advertising ecosystems. The FICCI–EY Media & Entertainment Report 2024 notes that print advertising revenues in India grew by 1% in 2023, buoyed by high-value formats like front-page jackets and premium placements. Tier-2 and Tier-3 cities remain the main growth zones, particularly for language publications, which are driving most of the demand. While digital subscriptions are growing slowly, print’s core audience remains strong in regional markets, even as urban readership stabilizes.
Regional Relevance
Regional marketing thrives on TV and radio to this day. In multilingual markets like India, regional TV and radio channels cater to cultural nuance, language, and content, creating stronger emotional relevance than many pan-digital formats. According to BARC India, regional TV contributes to over 52% of total television viewership, making it an essential channel for brands targeting non-metro audiences.
The Evolving Landscape
TVs aren’t far behind with their integrations. Smart TVs allow programmatic ad placements and addressable targeting, while radio has now shifted to apps like Spotify, Gaana, etc. Digital audio advertising is projected to grow by 16.5% YoY, according to PwC’s Global Entertainment & Media Outlook 2024–2028.
Integrated Media Strategies
The most important of all – the smartest advertisers are not making a choice between digital and traditional. They’re simply integrating both. Think TV spots that drive QR code interactions, or radio campaigns that plug exclusive app-based offers. With the rise of cross-platform attribution tools, brands are now able to track holistic ROI and make informed media planning decisions. TV, radio and print aren’t a hymn of the past – they’re evolving, trusted and deeply embedded in regional behaviours and strong brand recall. When combined with digital, they help build an omnichannel experience that is measurable, memorable and wise for the market.
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