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According to Zenith's Advertising Expenditure Forecasts,ad spends for India in 2018 will close at Rs.62,699 crore. The agency's 2017 report expected adex for India to reach Rs 58,422 crore by the end of 2018, registering a growth of 8.4 per cent.
The report further states that total adex for India will see an increase of 15 per cent and climb up to Rs. 72,169 crore in 2019.
Tanmay Mohanty, group CEO, Zenith, said, "Many parts of India were experiencing digital transformation, led by mobile. This will accelerate categories such as banking, financial services, healthcare, entertainment and sports, travel and lifestyle. 2019 is the year of the Indian General Elections. These and the State Elections will boost marketing spends. Additionally, the Cricket World Cup and the Indian Premier League will drive growth.”
Internet continues to grow at the most rapid pace with a 34.9 per cent growth expected this year. This will be at 32 per cent by 2019, 30 per cent by 2020 and at 25 per cent by 2021 according to Zenith.
Advertising spends in magazines is expected to reduce by 1 per cent this year. It further reduces by 1.7 per cent each in 2019 and 2020 before witnessing a 5 per cent growth in 2021.
Television as a medium for advertising expenditure is expected to see a 14.5 per cent growth this year. Next year this number rises to 17 per cent.
| Growth in Advertising Expenditure at current prices (%) | ||||||||
| Total | Newspapers* | Magazines | Television | Radio | Cinema | Outdoor | Internet | |
| 2018 | 12.6 | 3.3 | -1.0 | 14.5 | 17.2 | 12.6 | 13.3 | 34.9 |
| 2019 | 15.1 | 5.5 | -1.0 | 17.0 | 21.4 | 18.0 | 16.0 | 32.0 |
| 2020 | 12.2 | 1.7 | -1.7 | 13.3 | 12.9 | 14.4 | 11.8 | 30.0 |
| 2021 | 13.3 | 6.0 | 5.0 | 14.0 | 8.0 | 8.0 | 8.0 | 25.0 |
Mohanty added, “Digital will continue to accelerate both in reach and consumption. Television – linear and catch-up will be on an upward curve. The expectation for radio is that it will digitise aggressively in response to streaming services while both cinema and out of home (OOH) will innovate and increase reach-led investments. Print will thrive on regionalisation.”
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