With no access to front line media agencies to get such reports, I am dependent on news reports to guess the growth in advertising in India. In the last few months, 3 different reports came out indicating different numbers.
Following is a quick summary…
| Rs’Cr | GroupM forecasts | |||||
| 2011 | 2012 | 2013 | 2014 | 2015 | 2016 | |
| TV | 14,026 | 14,812 | 16,860 | 19,411 | 23,022 | 27,074 |
| 14,123 | 14,442 | 15,068 | 16,108 | 16,800 | 17,674 | |
| Radio | 1,458 | 1,530 | 1,643 | 1,808 | 1,997 | 2,195 |
| Digital | 1,515 | 1,939 | 2,520 | 3,402 | 4,950 | 7,300 |
| Cinema | 210 | 242 | 271 | 340 | 408 | 510 |
| OOH | 2,093 | 2,152 | 2,282 | 2,483 | 2,582 | 2,732 |
| Total | 33,425 | 35,117 | 38,644 | 43,552 | 49,759 | 57,485 |
| Rs’Cr | Pitch Madison | |||||
| 2011 | 2012 | 2013 | 2014 | 2015 | 2016 | |
| TV | 11,478 | 11,478 | 12,419 | 14,158 | 17,261 | 20,713 |
| 11,509 | 11,970 | 13,167 | 15,274 | 16,935 | 18,629 | |
| Radio | 903 | 930 | 1,097 | 1,285 | 1,545 | 1,823 |
| Digital | 1,535 | 2,303 | 3,050 | 3,970 | 5,120 | 6,656 |
| Cinema | 140 | 151 | 167 | 184 | 465 | 535 |
| OOH | 1,717 | 1,862 | 1,977 | 2,233 | 2,665 | 3,010 |
| Total | 27,282 | 28,694 | 31,877 | 37,104 | 43,991 | 51,366 |
| Rs’Cr | ZenithOptimedia |
| 2016 | |
| TV | 18,946 |
| 20,660 | |
| Radio | |
| Digital | 4,583 |
| Cinema | |
| OOH | |
| Total | 48,797 |
What is interesting from the above is that two reports indicate that TV garners a far bigger pie than print in terms of ad dollars. While there is not much of a variance in the smaller mediums, GroupM estimates a far higher spend on TV than on print. Pitch-Madison which till 2014, stated print had a higher share of ad dollars, reports TV to be the medium with higher share in the pie in 2015. I’d expect these discrepancies as I think GroupM has a better handle of TV spends thanks to it handling media for a number of large FMCG companies and therefore getting this bit more accurate.
ZenithOptimedia (a Publicis group company) of course reports something quite different (I’d love to get a hold of this report though to understand what they are smoking).
