Indian ad spends grew by 17.6% in 2015; expected to grow by another 16.8% in 2016. Contrary to global trend, Print grew 11%, and is expected to grow another 10% in 2016
BestMediaInfo Bureau | Mumbai |Â February 15, 2016
The Madison Advertising Report 2016 was released at a function held in Mumbai last week. The Indian advertising industry grew a whopping 17.6% in 2015 and is expected to grow by another 16.8% in 2016, taking the total advertising market to Rs 51,365 crore by end of 2016.
Thus, the advertising market over two years would have grown by 37.3% on the back of 16.5% growth in 2014.
TV barely pipped Print to become the largest medium, contributing 39% of the total ad pie against 38% by Print.
Hindustan Unilever was the top spender in 2015 at Rs Rs 2,500 crore, followed by Amazon at No. 2.
|Madison Ad Spend Report|
|Rs (crore)||Growth over previous year (%)||Rs (crore)||Growth over previous year (%)|
Top 10 spenders:
Sam Balsara, Chairman, Madison World, commented, âOur prognosis for 2016 is that it is going to be yet another good year for Media. In arriving at the numbers we are conditioned by the fact that the Indian economy has become the fastest growing economy of the world; our GDP growth rate at 7%+ is the envy of the western world, now looking at India in new light. The BJP government tells us that it has made a number of structural interventions to prepare the economy for high growth and continues to remind us that they are strongly focused on stimulating the countryâs economic growth for which pro-business policies are essential, at the same time not ignoring subsidies for the poor, which should also add to purchasing power of Rural India. Finally, commodity prices including that of Oil are likely to remain soft throughout 2016.â
Balsara added, âAlthough Indian businesses have expressed concern that all the positive actions taken by the government have not resulted in growth on the ground, we feel that India Inc. remains very optimistic about the future and they will once again invest heavily in advertising to protect and gain market share of their brands and also launch a number of new brands and variants and ecommerce platforms and apps to capture the imagination and meet the requirements of modern India.â