India to grow 10.5% in 2010: ZO study

In a global study released by ZenithOptimedia recently, India’s advertising industry is expected to grow at a healthy 10.5% in 2010, primarily owning to its GDP growing faster-than-expected and its equity markets getting back on track. “We are optimistic about 2010 and India is sure to be one of the major drivers of global growth in the coming years,” said Satyajit Sen, CEO, ZenithOptimedia. According to the study, India will grow at 11.4% and 11.8% in 2011 and 2012  respectively.

While all media vehicles are expected to grow, Internet will grow most at 16%, followed by radio at 14% and TV at 11.6% when compared to 2009 (at current prices). While cricket and GE content will drive advertising in television, regional and local retail advertising will drive the print’s revenues in India. Outdoor, however, is expected to grow only by 2% in 2010.

“Though the Commonwealth Games will drive advertising spends to an extent, they will not match up to the kind of spends we saw for elections in 2009. That said, with the economy showing impressive numbers, sectors such as real estate, financial, etc. are expected to start spending again,” added Sen.

“Also, IPL at home and in an advertiser-friendly time-period of March-April is expected to be very big in 2010,” added Sen.