For the calendar year 2016, India’s adex growth, according to Magna, was 11.8 per cent, with overall market size pegged at Rs 54,864 crore. In 2017, India’s ad market, said Magna, will touch Rs 61,100 crore.
Kartik Iyer, managing director, Carat India, part of the Dentsu Aegis Group, endorses the point about India’s robust adex growth, saying contributors include categories such as digital.
“Overall adex growth (for 2017) is led by segments such as digital, whose growth rate is over 35 per cent, far in excess of other traditional media. While TV and cinema are expected to grow at around 12 per cent each, radio and out-of-home should see a growth of 10 per cent each and newspapers around eight per cent (this year),” he said.
India, he notes, continues to be among the few countries in the world seeing double-digit adex growth, which is expected to continue. Dentsu Aegis Network has forecast India’s 2018 adex growth at 12.2 per cent.
Magna, on the other hand, has gone a step ahead, saying that India’s adex growth on a compound annual basis over the next five years will be 12.6 per cent, led by digital, which will grow at 25.5 per cent per annum. Offline, that is, print, television, radio and out-of-home, put together, will grow at a compound annual rate of 9.7 per cent over the next five years, the agency says.
At the global level, adex growth will slow to levels of about 3.8 per cent in 2017 versus 4.8 per cent seen last year, according to Dentsu Aegis Network. In 2018, global advertising could pick up steam, it says, growing at the rate of 4.3 per cent per year.