Media: Driven by digital growth, ad spending will rise 13%
India is among world’s fastest-growing ad markets
Led by digital, India advertising spending will increase 13 percent in 2018, following 10 percent increase in 2017, according to GroupM forecasts. Digital will again grow at a strong 30 percent rate year-on-year, and cinema will again grow at the high annual rate of 20 percent.
This growth pushes India up one rank to become the world’s tenth largest media market, and among the Top 5 countries in incremental advertising expenditure growth. The other countries are the US, China, Argentina, and Japan.
Digital will expand its media share slightly, while print declines and other traditional media, TV and radio, hold steady. The allocation of media spending by sector is not expected to change much, with FMCG accounting for the largest share, 27 percent, and the balance of spending distributed fairly evenly across sectors including e-commerce, automobiles, retail, and technology/telecoms.
India is the fastest-growing advertising market in the Asia-Pacific region, and among the fastest- growing markets in the world, according to GroupM. Between 2015 and 2017, add spending in India increased at a compounded average growth rate of 11 percent. In contrast, ad spending in China grew 5.6 percent during the same period.