The Indian advertising industry is expected to grow by 13 per cent in 2010 to Rs 21,145 crore, a study today said.
According to the PITCH-Madison Media Advertising Outlook 2010, after a tough 2009, the Indian advertising pie is expected to be worth about Rs 21,145 crore this year, a 13 per cent increase over the previous one.
The Indian media and advertising industry clocked a size of Rs 18,670 crore in 2009 that saw a dramatic drop of 10 percentage points compared to 2008, where the industry was worth Rs 20,717 crore.
"This year's forecast of 13 per cent should enable Indian media owners to reap the benefits and probably employ them back in reaping the strategic advantage of making adjustments last year," exchange4media Group Chairman and Editor-in-Chief Anurag Batra said.
The report said the print media was the worst hit in 2009. The medium lost a massive Rs 2,000 crore of ad revenue and its share in the advertisement pie stood at Rs 7,806 crore.
"If I look back I can't think of a year where the ad pie has shrunk the way it did in 2009. The fall is even more dramatic when we consider the fact that the industry grew by an average rate of 15-18 per cent over 2004 to 2008," Madison World Chairman Sam Balsara said.
Television and radio, which grew marginally at two and three per cent respectively, contributed about Rs 9,173 crore to the advertising pie.
The biggest gainer, however, is Internet, which grew in
double digits and stood at Rs 453 crore.
Besides print, the other big losers have been outdoor advertising and cinema, whose contribution stood at Rs 1,135 crore and Rs 103 crore, respectively, to the advertising pie.
