Indian adex for 2024 – GroupM estimates exceed others by Rs 50,000 crore

While there is no standardised scientific methodology to gauge the exact adex size, these reports are created to give an idea of the Indian adex market.

Different reports by agencies are just the extrapolation of the market intelligence they gather by talking to different platforms along with their own estimates and hence they have such large variations in their figures.

A prominent media planner expressed scepticism about the accuracy of total ad expenditure figures, citing the inherent extrapolation involved. However, the planner said that the only similarity in the three reports is the base number, which exceeds Rs 1,00,00 crore for 2024.

This variance, the planner explained, stems from the broader involvement of smaller agencies and direct dealings in print and digital ad buying, which major reports struggle to adequately capture.