Indian advertising industry will go beyond Rs.1.1 trillion by the close of 2025. It shows a compound growth rate (CAGR) of 9.86 per cent. (Dentsu Digital Report, 2024). In the same period, digital advertising will rise to Rs.62000 crore, showing a CAGR of 23.49 per cent.

In 2023, the advertising market size was of Rs.93,100 crore.

Indian advertising was fueled by events such as IPL, ICC Cricket World Cup, Women’s World Cup, Asia Cup and other cricketing events. In addition, there were Assembly Elections. In 2024, the positive momentum will continue with the general elections and IPL.

In 2023, digital media surpassed the TV media spend. Its share is 44 per cent in total Indian advertising (Rs. 40,600 crore). TV’s share is now 32 per cent (Rs. 29,800 crore). Print media stands at 20 per cent (Rs. 18,600 crore).

In digital media, social media contributed 30 per cent share (Rs. 11,960 crore), followed by online video with 29 per cent and paid search with 23 per cent.

By the end of 2024, TV’s share will decline from 32 per cent to 28 per cent. It may reach 25 per cent by the end of 2025. Audiences may be engaged through connected TVs (CTVS). There will be a shift to streaming access. By 2027, CTV households will be 100 million, and ad spend on CTVs is likely to touch $400 million.

Print media will shrink further. By the end of 2025, it will have a share of 16 per cent.

Radio will continue to maintain a share of 2 per cent in the coming years.