PITCH MADISON ADVERTISING REPORT 2017

Pitch Madison Advertising Report is the most awaited report on predictions of ad spends in the media and advertising industry. The report is launched by Pitch, in partnership with Madison World. Over the years, the report has become a benchmark in the industry and is often quoted in the media, pitch presentations, company reports, corporate boardrooms and even IPO documents filed by media companies.

This report tracks and analyses how and where advertising monies were spent last year, and projects the future growth. It aims at understanding the challenges and opportunities that lie ahead for marketers and various media print, TV, radio, OOH, Internet, and cinema.

Pitch Madison Advertising Report a point of reference for marketers, media owners, media buying and planning professionals for staying updated on industry trends and key developments in various mediums. Besides the growth report of different mediums of media in terms of revenue and forms, the report includes additional information such as top category spenders, biggest gainers by state and top publication gainers, amongst other insights.

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OUTLOOK 2016

it took five years (2008 to 2013) for the industry to add Rs 10,586 crore, moving up from Rs 21,520 crore to Rs 32,106 crore, but only two years (2013-15) to add Rs 11,885 crore to reach Rs 43,991 crore
The Indian media and advertising industry is growing like never before. In 2015, the industry grew by 17.6%, exceeding our mid-year projections of 13.8%. 2016 promises to be yet another high growth year, with the market expected to grow 16.8%, notching up an additional Rs 7,300 crore to reach a total size of Rs 51,365 crore.
After four years, Television reclaims top position from Print to garner the largest chunk of the advertiser s spends at Rs 17,261 crore (a whopping 22% growth), with FMCG being the biggest spender on the medium. Television will continue to remain brands all-time favourite medium in 2016 and grow by another 20% on the back of FMCG, Telecom, mobile hand-sets, e-commerce and auto players.
Print beat our estimates and grew substantially by 11% to reach Rs 16,935 crore in 2015. However, advertisers lost their appetite for magazines, which saw negative growth. In 2016, dailies will continue to lead the expected 10% growth, with language publications at the frontier.
Digital advertising grows 29%, crosses Rs. 5,000 crore mark as video, social and mobile grow fast. Digital is expected to finally come into its own in 2016 with a growth of about 30%. Advertisers will begin to use Digital as a reach and awareness building medium.
Radio has grown by 20% in 2015 to become a Rs 1,545 crore market, but maintains its share of the total advertising pie at 3.5%. E-commerce and Automobiles emerge as major contributors. New radio stations, multiple auto launches and State elections will aid Radio to grow by 18% in 2016, taking the total Radio advertising market close to Rs 1,800 crore.
Cinema advertising grew by 21% in 2015, to clock a total revenue of Rs 465 crore. It now garners 1% of the advertising pie, helped by substantial contribution from government and local retail advertising. It is expected to grow by 15% and cross Rs 500 crore in 2016 fuelled by digitization of single screens, multiplex screen presence in Tier II and Tier III towns and popularity of Hollywood & regional films in India.
The sub-segment of Digital OOH & Malls has seen rapid growth even as the overall OOH market grew by 14% in 2015 to Rs. 2,665 crore. Higher adoption of Digital and technology and greater use of transit media will be seen in 2016, when the total Outdoor Advertising Market is expected to grow by 13% to cross Rs 3,000 crore.

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