Traditional media ad spending — especially on television and print — will remain the most popular advertising medium in India this year, but digital media ad spend will increase by 30 per cent, according to eMarketer’s latest ad spending forecast for the country.
Advertisers are expected to direct the largest portion of their outlays to TV, which will account for 39.5 per cent of all ad spending and equal US$3.31 billion. Print will not be far behind, with 35.5 per cent of ad spending dedicated to the medium. The vast majority of print ad expenditures will be on newspapers, which still remain popular and profitable in India.
Overall paid media ad spending in the country will grow 12 per cent in 2017 to reach US$7.94 billion, eMarketer estimates.
Meanwhile, digital media ad spending will make up 15.3 per cent of all ad outlays, but will increase by 30.0 per cent, far behind traditional media in India. Within digital, mobile is the key driving force and is expected to grow by 85 per cent this year to reach US$460.1 million.
Many advertisers pulled back on ad spending following the government’s surprise demonetisation move in November 2016, during which two high-denomination cash notes were no longer recognised as legal tender in an effort to crack down on corruption and tax avoidance. However, eMarketer expects any slowdown resulting from the move to be short-lived.
“Traditional media outlets, especially print and TV, remain the mainstay of media advertising due to its outsized influence on the lives of many in India,” said Shelleen Shum, senior forecasting analyst at eMarketer. “Local content coverage in various languages and the widespread accessibility to print and TV signals explain their ability to hold on to large audiences. This is a stark contrast to many other countries where both industries are facing declines in advertising revenue as audiences migrate to digital.”
More like this
eMarketer and IAB Singapore release new forecast for digital ad spending in Southeast Asia, Hong Kong and Taiwan
eMarketer releases latest UK social media usage forecast
Mobile to power more than half of digital ad spend in Germany this year
What to expect as Hearst Magazines' new Airbnbmag hits the streets
Chief content officer Joanna Coles discusses the premiere edition of Airbnbmag, its celebration of global community and the future of travel.
22nd May 2017
Eight lessons from Cosmopolitan on publishing to Snapchat Discover
One of the lessons for Cosmopolitan following the brand’s wildly successful launch on Snapchat Discover just short of 2.5 years ago was that “you have to dig beyond analytics to find out what [users] are saying about your editions and what they really care about”.
22nd May 2017
Inside The Business of Fashion
In the space of only a decade, The Business of Fashion has grown from a blog to multi-channel business servicing a global professional community in the millions through a website, newsletters, social media, print magazine and membership programme, with clear, diversified revenue model and each stream contributing meaningfully to the overall top line.
23rd May 2017
The Immediate Media Co story: from starting up to being acquired by Burda
Earlier this month at the PPA Festival, Barry Mcllheney of the UK Publishers Association sat down with Immediate Media Co’s CEO, Tom Bureau, who talked about the journey from starting Immediate to being acquired by German-based publisher, Hubert Burda.
24th May 2017
Transitioning to digital when print still pays the bills
For most publishers, transitioning from print to digital is the essential change. But when print magazines remain the most profitable part of your business, it can be important to balance evolution rationally in order not to lose the print cash cow. Here, we talk to Danish company, Bonnier Publications, about walking that very path.
25th May 2017