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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  • The Indian Media & Advertising industry was swept by the tsunami of demonetization, dramatically slowing down our projected growth rate of 16.8% for 2016. In 2016, the industry actually grew by 12.5%, which is close to our mid-year revised growth projection of 13.2%. 2017 promises to be the year of remonetization, with the market expected to grow 13.5%, adding Rs 6,672 crore to Adex to reach a total size of Rs 56,152 crore
  • Actual loss in the months of November-December 2016 due to demonetization estimated to be a whopping Rs 1,650 crore; but our expectation is that by end of April 2017, Adex would have fully recovered.
  • We expect the industry to grow by 13.5% in 2017. Our optimism for good growth in Adex, starting May, comes from high government investment in infrastructure, lower corporate and personal taxes for small and medium companies and the masses, good government support for the poor and consequently the wide scale expectation of yet another year of high GDP growth
  • Television remained the largest contributor to the advertising pie, growing by Rs 1,570 crore, a 9% growth, despite losing an estimated Rs 850 crore on account of demonetization. In 2017, Television is expected to continue being many brands’ favourite medium and expected to return to double-digit growth of 13% on the back of new channel launches and aggressive growth of FMCG players
  • Print grew at 7% in 2016, with dailies registering a growth of 8% while magazines saw negative growth. Demonetization resulted in leading Print advertisers holding back on spends in the last quarter. In 2017, the Print advertising market is expected to grow by 9.5%to come close to Rs 20,000 crore, with dailies and regional publications leading the growth
  • Digital grew by a remarkable 43%, crossing the Rs 7,300Crore mark and was the only media not really affected by demonetization. While spends on online video advertising sky-rocketed in 2016, it will continue to witness huge gains in 2017.
  • Maintaining its share of the advertising pie at 3.5%, Radio grew by 13% in 2016 to become a Rs 1,750 crore market. While Realty and FMCG remain the biggest spenders, BFSI and Media have contributed significantly to the growth in Radio advertising. In 2017, Radio is estimated to grow by 15%, taking the total Radio Advertising market close to Rs 2,000 crore
  • The Out of Home (OOH) market grew by 9% in 2016 and is now a Rs 3,000 crore market. The impact of demonetization was pronounced in OOH and Conventional Outdoor grew by 9.5% against the projected 12.5% on account of regulatory litigations and demonetization. In 2017, Outdoor is expected to grow by 11% to over Rs 3,200 crore
  • Cinema advertising grew approximately by 12.5% with total revenue close to Rs 525 crore in 2016. Improved infrastructure in existing theatres and advent of multiplexes in smaller cities and towns are expected to fuel growth of cinema advertising by 15% to Rs 600 crore in 2017
  • The Top 50 advertisers account for 35% of the advertising market.
  • The Top 10 advertisers account for as much as 16% of the total market and contribute to 45% of the spends of the Top 50 in the list.

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