What "Display Ad" Actually Means in TOI

Display ads in TOI are very different from classified text ads. They are not priced by the number of words. Instead, you pay for the physical space your ad occupies on the newspaper page.

The cost is calculated as: rate per sq cm × total ad size.

For example, a 10×15 cm ad equals 150 sq cm. If the rate is ₹800 per sq cm in the Mumbai main edition, the cost becomes ₹1,20,000 for just one day and one city. This is before adding any extra charges for premium placement.

This pricing may seem high, but TOI offers massive reach. It's important to understand this cost structure before deciding your ad size during planning.

The Rate Card Structure — How TOI Prices Display Ads

TOI display ad pricing is built on three main factors: city edition rates, position premiums, and day premiums. These are added together to determine the final cost.

The base price depends on the city. Metro cities like Mumbai, Delhi, Bangalore, Chennai, and Kolkata all have different per sq cm rates. Mumbai and Delhi are the most expensive. Tier-2 cities like Pune, Ahmedabad, and Lucknow are more affordable, sometimes costing 40% less.

Ad position also plays a major role. Front-page ads are not just slightly higher—they cost much more than regular pages. Ads on right-hand pages cost more than left-hand pages. Placing an ad above the fold on inside pages can increase the cost by 15–25%.

The day of publication matters too. Sunday is the most expensive because it has the highest readership. Wednesday is also popular, especially for recruitment and property-related ads.

Times of India Display Ad Rates — City-Wise 2026

Here are the approximate base rates per sq cm for TOI's main edition (without premium placements):

Front Page and Premium Positions — The Numbers People Don't Ask For Until It's Too Late

Front-page ads are priced separately and are usually negotiated.

In Mumbai, a front-page strip (bottom section) can cost between ₹8 lakh and ₹15 lakh for one day. A full jacket ad (covering front and back pages) starts around ₹40 lakh and can go beyond ₹48 lakh for Sundays.

Delhi front-page ads are usually 10–15% cheaper than Mumbai.

Other premium spots like the back page or Page 3 can cost 30–50% more than regular ads. Centre spreads (two full pages) are priced separately and usually require booking at least two weeks in advance.

If your total campaign budget is under ₹20 lakh, front-page advertising may not be practical.

Display Ad Rates for Specific Categories

Different categories use display ads differently.

Recruitment

Recruitment ads often perform well in the Ascent supplement (usually on Thursdays). These ads target professionals, making them more effective despite higher rates. Many companies find value in this for senior hiring roles.

Public Notices

Public notice ads are often overpaid. Display ads are priced the same as regular display ads, but most legal notices can be done through classified text at a much lower cost. Always check legal requirements before choosing display format.

Property & Education

Property ads perform best in weekend editions, especially in the Times Property supplement. Education ads see strong results during the admission season (June–July).

Online Booking — and Whether the Rate Is Actually Lower

Short answer: yes, in most cases. Times of India display ad rates booked online through platforms like riyoadvertising.com or releasemyad.com are usually 15–35% cheaper than walk-in counter rates. The discount for display ads is smaller compared to classifieds, where online discounts can go up to 50%. Display ads have tighter margins, so the price difference is not as high.

Another benefit of booking online is proper documentation. You receive a written rate confirmation before making the payment. With walk-in bookings, pricing discussions are sometimes verbal, and the final invoice may differ. This is not specific to TOI—it's common across many large media houses.

For display ads, the minimum booking lead time is usually five to seven working days for standard placements. If you want premium spots like the front page, you'll need to book at least two to three weeks in advance. A good strategy is to book in the last week of the month for ads planned in the following month. During this time, ad operations teams are more flexible with positioning since they are planning future inventory rather than filling immediate gaps.

What the Rate Card Doesn't Tell You

There are a few important details that are not mentioned in the official rate card.

Multi-City Combo Pricing

First, combo pricing across multiple editions is often negotiable. If you are booking ads in cities like Mumbai, Delhi, and Bangalore in the same week, you can ask for a multi-city rate. This pricing is not publicly listed, but it is available for larger campaigns.

Colour Ad Premium

Second, colour ads usually cost more. In most sections, choosing colour instead of black-and-white adds around 15–20% to the cost. However, this extra charge does not apply to pages that are already printed in full colour, such as the front page, back page, or certain supplements. If your ad is placed on an inside page that is normally black-and-white, you will have to pay extra for colour.

Bleed Ads

Third, bleed ads—ads that go right to the edge of the page without margins—come with a small additional cost. This charge is not always clearly mentioned upfront, so it's worth confirming in advance.

Agency Commission

Lastly, agency commission plays a role in pricing. Registered media agencies typically get around 15% off the rate card. If you are booking directly without an agency, you will need to negotiate your own discount. This difference is one of the main reasons why working with a media buyer can sometimes be more cost-effective.

Frequently Asked Questions