Mint Advertising

Who reads Mint?

Mint, published at livemint.com, is the business news brand of HT Media. Its readers are mostly working professionals, investors and people managing their own money. Many come for clear explainers on tax, loans and funds. Others read for markets, company news and economic policy.

Mint said in a sponsored article that Comscore data for October 2024 showed 42.3 million unique visitors, ranking it second among business and finance news publishers in India. Treat this as a publisher claim. Comscore rankings change monthly, and business news traffic moves with markets and big policy events.

Why do brands choose Mint advertising?

The main reason is context. A reader comparing home loan rates on Mint's money pages is already thinking about money. That makes the page a good place for a bank, a housing finance company or an insurer.

The second reason is audience quality. Mint's editorial mix of economy, policy and long-form analysis attracts senior readers in companies and government. B2B brands, consulting firms, business schools and premium auto brands use it to reach them.

The third reason is cost of entry. With a minimum of about ₹5 lakh, Mint is often the first premium business title a challenger fintech or a mid-size B2B firm buys.

What ad formats are available on Mint?

Mint advertising covers display, rich media, native and video. Not every format is available in every deal, so we confirm per campaign.

Special sections, events and newsletter sponsorships are handled by the publisher's own team. We can request options, but they sit outside standard CPM deals.

When does Mint traffic peak?

Budget day is the clearest peak. Personal finance and tax pages see heavy reading in the weeks before and after. The January to March tax-saving window matters for ELSS funds, insurance and pension products.

Quarterly results seasons bring investors back to company pages. RBI policy days and big market moves also lift traffic. For a credit card launch, a sensible plan might run a PG deal through the festive shopping season, when card offers and EMI deals are top of mind.

How do you measure Mint campaigns?

We report impressions, unique reach, frequency, viewability and video completion for every Mint deal. For financial products, add conversion tags for applications, sign-ups or calculator use.

Business readers often research a product, then return later through search. So look at view-through conversions and assisted conversions as well as clicks. Brand lift studies are available where the budget qualifies.

How does Mint compare with ET and Business Standard?

The Economic Times has deeper markets coverage. Business Standard is strong with finance and policy readers. Mint sits between them, with a sharper focus on personal finance and explanatory journalism.

Most finance plans use two of these titles together, with a shared frequency cap so the same reader is not overloaded. A free media plan sets out the estimated reach and cost of the combination that suits you.

Tips for better results

Make the offer concrete. A rate, a fee waiver or a clear saving works better than a broad brand line. Use the money and markets sections for financial products, and the technology and companies sections for B2B.

Make sure regulatory disclaimers are legible on a small screen. Build a landing page that loads fast on mobile, because many Mint readers come through phones in the morning. Then review section-level results after the first week and shift spend.

One more point for fintech apps. Install campaigns can run on Mint, but they work best when the creative answers a money question the reader already has, such as how to cut EMI costs or file returns faster. Generic app download banners tend to get ignored on a business site.