In 2021, cinema and OOH media suffered in terms of ad expenditure. They are expected to bounce back in 2022. Traditional media print and radio are expected to see a decline in growth rate in 2022. Print media expenditure will be Rs.12,667 crore in 2022.

The overall ad expenditure is likely to touch Rs.1,07,987 crore in 2022. (almost Rs1.08 trillion).

India’s expenditure on the digital medium is estimated to reach Rs.48,603 crore in 2022. Thus digital accounts for 45 per cent share in the media spend in 2022. So far, TV was the dominant medium, with a share of 42 per cent in 2021. The share is likely to fall to 39 per cent in 2022. Thus digital medium will overtake TV. TV’s ad expenditure will be Rs.42,388 crore.

In terms of ad spend India is the ninth largest market. In terms of incremental ad spend, India is the fifth highest market.

India’s digital spend is the highest. It is attributed to increased e-commerce advertising, the rise of influencers and short-form videos along with OTT. In 2022, there could be revival in ad expenses of FMCG brands.