On account of lockdown Indian ad expenditure fell by 20 percent, and stood at Rs. 54,151 crore in 2020. In the fourth quarter, the expenditure rose substantially. In 2021, ad expenditure is likely to rise to Rs. 68,325 crore of which print media would account for Rs. 16100 crore. Digital would expand to Rs. 21,200 crore, and outdoor to Rs. 2450 crore. Cinema advertising would reach Rs. 475 crore and radio to Rs. 1750 crore.