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21% growth in TV ad spends to buoy ad industry growth to 13.8% in 2015

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

21% growth in TV ad spends to buoy ad industry growth to 13.8% in 2015

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

Original Growth Forecast 2015 Revised Growth Forecast 2015  
Television 10% 21%
Print 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.

  • The main categories that have fuelled the overall growth in H1’15 are E-commerce (+70 per cent), Automobiles (+55 per cent) and FMCG (13 per cent). HH Durables and BFSI categories also increased their ad spends by more than 45 per cent. FMCG has been largest contributor in absolute terms, contributing as much as Rs 4,200 crore and accounts for 51 per cent of the total TV spend. E-commerce players grew by 70 per cent and now account for 6 per cent of the market.

  • Total FCT volume across all genres/ channels has increased by 14 per cent. FCT of SD channels increased by 11 per cent and HD channels by 224 per cent.

  • Overall FCT of SD feed on Hindi Mass Genres (GEC + Movies) has increased by 8 per cent comparing like to like channels.

  • Many channels have telecast more than 12 minutes/ hour of FCT across all leading channels, resulting in increase in ad revenue.

  • New channel launches in Hindi Mass Genres (Sony Max2, Epic, &TV, Sony Pal, Zindagi) from existing bouquets and spends on HD channels also resulted in a hike in advertising revenues.

  • ICC Cricket World Cup, Indian Premier League, and Delhi State Elections also contributed to the overall growth in H1’15.

  • Finally, in H1’15 TV is the largest contributor to the total advertising pie with a share of 40 per cent, compared to 38 per cent in 2014.

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