How we measure advertising
EP Insights turns industry-standard ad-monitoring records into a comparable, plannable picture of Indian advertising. Here's exactly how, and what the numbers do and don't mean.
This is a partial view, not the whole market. We show only the advertising we were able to track.
EP Insights is built from 18 industry-standard ad-monitoring and research sources, a large but incomplete sample. It does not capture every ad placed in India, and it under-represents channels like in-app, paid search and influencer marketing. Read everything here as a directional, relative picture, useful for planning and comparison, not as an absolute, audited or pin-to-pin accurate record. We count ads run; we never publish a rupee figure.
We count ads, and publish the count
Our sources record every ad occurrence they monitor. We count those per brand and publish the number of ads run, alongside its share of all the ads in the category where that adds context. We never convert to rupees: the cost field is not comparable between TV, radio, print and online, so adding it up across media would be wrong.
Bars are relative, numbers are absolute
In every list (channels, genres, cities, products) the printed figure is the real count of ads. The bar beside it is drawn against the longest bar in that list, so relative weight reads at a glance.
Geography covers print, radio and outdoor
TV and digital are bought nationally in this dataset. City and state figures therefore cover print, radio and outdoor placements only, and we say so on every geography section.
Category benchmark lines
Many charts carry a faint dashed line showing the average across that category, so you can see whether a brand runs heavier or lighter on a medium than its sector does.
Placeholder rows filtered
Non-commercial rows are excluded from public leaderboards: government and political notices, obituaries, tender and public notices, the newspapers’ own classified buckets (“Gen-Display…”), and broadcasters’ self-promos for their own programming.
Anti-thin-content gating
Entities with too little data are marked noindex and kept out of the sitemap, so only genuinely useful pages are surfaced.
Data updated March 2026. Questions about the method? .
Built on 18 industry-standard data sources.
Measurement, ad-intelligence and research platforms spanning TV, digital, print, radio and outdoor, combined and cross-referenced to build the picture.