Advertising industry to grow at 16.8 pc in 2016: Report

The domestic advertising industry is likely to grow at 16.8 per cent this year, taking the total market to Rs 51,365 crore, a report said.
In 2015, advertising expenditure grew at 17.6 per cent to touch Rs 43,991 crore, according to the Pitch Madison advertising report.
"...The main contributor to this growth continued to be FMCG, which contributed 31 per cent to the growth, compared to e-commerce players who contributed only 12 per cent. Auto and telecom also contributed to 14 per cent and 13 per cent, respectively to the growth," it said.
FMCG sector, considered as the mainstay for the ad industry, continued to be the largest contributor and spent Rs 12,364 crore in advertising across media, followed by e-commerce players who spent Rs 4,231 crore in 2015.

The top ten spenders during 2015 were Hindustan Unilever, Amazon, Procter & Gamble, Flipkart, Maruti Suzuki, Mondelez, Godrej Consumer, ITC, Snapdeal and Reckitt Benckiser.
Hindustan Unilever was the largest spender, with nearly Rs 2,500 crore ad expenditure.

It noted that the pace of growth has picked up, as the advertising market during 2013-16 is expected to grow by 60 per cent, compared to a 28 per cent growth during 2010-13.
"It took five years (2008-2013) for the ad industry to add Rs 10,586 crore, but only two years to add Rs 11,885 crore to reach nearly Rs 44,000 crore," it said.

Digital recorded the highest growth at 29 per cent across media during 2015. Digital ad spends crossed Rs 5,000 crore and is expected to grow by 30 per cent in 2016.
TV was the largest medium, contributing to 39 per cent of the total ad pie, with ad spends touching Rs 17,261 crore in 2015. The medium grew by 22 per cent in 2015 and is expected to grow by another 20 per cent in 2016.
Print was the second largest medium contributing 38 per cent of the total ad pie, at Rs 16,935 crore in 2015. Print grew by 11 per cent and is expected to grow by another 10 per cent in 2016, the report said.