Digital ad spends still nascent in India as newspapers dominate the space

Newspapers may still dominate ad spends by brands next year. Ad spends in India are estimated to grow by 8.4% next year.

Newspapers will have near 39% share of the total ad spends which would amount to Rs 28,670 crore. Representational image. Image Source: Pixabay

Key Highlights:

Total money spent on advertisements is expected to grow at 8.4% in 2018.

Newspapers will have 39% share of the total ad spends.

While digital ad spends would reach 15.4% of the market share by 2020.

Brands are likely to spend more on advertisements in 2018 and will fight to place advertisements in the print section over others. Ad spends have been estimated to grow to a staggering Rs 58,422 crore by next year, as per data by Zenith part of ROI agency.

Newspapers will have near 39% share of the total ad spends which would amount to Rs 28,670 crore, a report by Economic Times said on Monday.

Following newspapers, Televisions will have the second biggest piece of the ad pie at 36.5% share. Ad spends on TVs may amount to Rs 26,927 crore, the report added.

While digital or internet ad expenditure would still be nascent in nature. It is expected to capture 15.4% of the market share by 2020.

Ad spends in the digital sphere are estimated to have a growth rate of 20.4% in 2018, Zenith experts said.

“Growing internet penetration accelerated by operators such as Jio will significantly enhance digital ad spends in India and give access to previously untapped markets,” said the ET report quoting Tanmay Mohanty, group chief executive, Zenith India.

Shining light on digital advertisement spends, a KPMG report in October this year said it was expected to grow to Rs 29,450 crore in 2021 from Rs 7,690 crore in 2016.

The digital video advertisement spends were expected to grow at a 40% compound annual growth rate (CAGR) by 2021 to reach Rs 7,440 crore from Rs 1,380 crore in 2016, according to the KPMG report.

“The ensuing growth in investment by advertisers, buoyed by evolution of the audience measurement technologies are likely to continue to drive growth in digital ads over the next five years,” the report said.

However, total money spent on advertisements is expected to grow at 8.4% next year, a report by Live Mint pointed out on Monday. This, however, was lower than the estimated ad spends for 2017 which was expected to grow at 11.2%.