It will be a baker’s dozen for Indian advertising this year. Media investment giant, GroupM has forecast that the Indian advertising expenditure will see a growth of 13 per cent for the calendar year 2018 over the corresponding period in 2017.
The country’s adex is estimated to touch INR 69,346 crore in 2018. The Indian adex in 2017 as estimated by GroupM was INR 61,263 crores, a growth of 10 per cent over 2016 and the lowest in recent times.
As per the GroupM advertising expenditure (adex) forecast report ‘This Year, Next Year’ (TYNY) 2018, GroupM estimates the Digital Adex to continue to grow by 30 per cent in 2018 to INR 12,337 crore. Video advertising on digital is estimated to grow at 54 per cent, as bandwidth improves and data and mobility device become more economical for the consumer.
Television continues to be the largest medium, with its contribution remaining at close to 45 per cent share of the pie. This year, the growth rate for TV is 13 per cent, as there is growth in both volume with free-to-air channels as well as value with HD channels. In 2018, the last leg of cable digitization will improve quality of delivery to rural India, also driving viewership.
This year Radio is expected to grow at 15 per cent which is higher than the last couple of years. This growth is predominantly due to the launch of new radio stations across the country. Other media such as OOH will witness good traction of 15 per cent growth from premium transit sites. Cinema will continue to grow at 20 per cent in 2018, as the infrastructure investment made last year will attract a larger audience to theatres for a blockbuster experience.
(To be updated)