India adex forecast: Industry splits over digital ad spends in 2022

The four global ad agencies have released their Adex reports for the year 2022. While digital remains one of the most flourishing mediums in the years to come, a notable dip in ad spending on television has also been projected. 

Not just that, but two of the agencies believe that digital will surpass television in 2022 while the remaining two believe that television will continue to be the biggest medium for ad spends. 

According to Madison and GroupM, digital will emerge stronger with spending of Rs 33,070 crore and Rs 48,603 crore and television will slip down on the second slot with spendings of Rs 32,100 crore and Rs 42,338 crore, respectively. 

However, IPG and Dentsu believe that television will continue to have the biggest chunk of total adex with spendings of Rs 49,900 crore and Rs 32,206 respectively. Interestingly, the agencies reported that digital will not be able to garner as much adex as television. Spendings on digital, as per IPG and Dentsu will be Rs 25,400 crore and Rs 27,759 crore respectively. 

Print, on the other hand, will grow with an average growth of 2%, according to Madison and IPG. However, Dentsu’s report says that ad spends on the print will decline in 2022. 

Outdoor, which was affected badly during the pandemic, will also progress in 2022. As per GroupM’s TYNY report, outdoor will grow by 85% in 2022. 

Cinema, as per TYNY report, observed a decline of 83% in 2020 and 36% in 2021, will grow exponentially. The report mentions that cinema will record a growth of 467% in its total ad spendings. 

According to Madison, radio grew by 36% and will further grow by 10% in 2022. GroupM’s adex report states that radio grew by 15.6% and is forecasted to further increase by 6.4% in 2022. 

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