As per the Madison Media Advertising Outlook, TV spends garnered total revenue of Rs 8,200 crore in H1’15, as against Rs 6,800 crore in H1’14
BestMediaInfo Bureau | Mumbai | September 7, 2015
Madison Media Advertising Outlook, the benchmark study that analyses trends in growth of the advertising industry, has revised its 2015 forecast upwards. Against the original forecast of 9.6 per cent growth, projected in February 2015, the study has now revised its forecast upwards to 13.8 per cent for the total advertising market. This upward revision is because of a steep increase of 20.6 per cent in spends on TV during the January-June 2015 period. This growth rate is likely to extend to the second half of the year too, resulting in a sharp growth in the TV advertising market of as high as 21 per cent. Such a high growth rate is unprecedented and has not been achieved in the last five years, the report states.
Madison Media has not revised its forecast for print, radio, cinema, outdoor or digital, which were earlier projected to grow as per the table below, since it does not anticipate any major change in the growth rate projected, although actual growth rates for these media, too, may be marginally higher than the originally projected growth rates.
Madison Media Advertising Outlook – 2015 Revised |
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| Original Growth Forecast 2015 | Revised Growth Forecast 2015 | |
| Television | 10% | 21% |
| 5% | 5% | |
| Radio | 6% | 6% |
| Cinema | 9% | 9% |
| Outdoor | 6% | 6% |
| Digital | 29% | 29% |
| Total | 9.6% | 13.8% |
| Total Market Value | Rs 40,658 crore | Rs 42,234 crore |
The increase in the advertising market from the earlier projected 9.6 per cent to 13.8 per cent for the full year and for TV advertising from the earlier 10 per cent to 21 per cent for the full year, will result in the total market reaching Rs 42,234 crore in 2015.
Sam Balsara, Chairman, Madison World, commented, “If the BJP promised ‘Achhe din’ to all Indians, they have certainly arrived for the Indian television industry. A 21 per cent growth coming on the back of a 14 per cent growth in 2014 and without the Elections is quite unprecedented and shows the optimistic outlook of the industry in Indian markets and the aggressive stance they are willing to take to protect and grow their market share. The growth is also significant in light of the growing conversations around digital.”
Highlights of advertising spending on TV in the period January-June 2015:
TV spends have increased by 21 per cent in H1’15 with total revenue of Rs 8,200 crore, as against Rs 6,800 crore in H1’14.
