Digital leads in spending pace, but TV dominates
Annual investment in digital continues to outpace all other media by far in India, although cinema also is growing rapidly and healthy spending on TV advertising keeps it the market share leader.
Total media spending in India increased an estimated 12.7 percent in 2014 to 435.5 billion rupees ($7.7 billion), according to GroupM, part of WPP. GroupM predicts investment will continue to rise by about the same rate and end 2015 with total media spending of about 490.5 billion rupees ($8.7 billion).
Digital spending increased an estimated 35 percent in 2014, and is predicted to expand by 37 percent this year. Despite the sharp growth rate, digital still accounts for relatively low market share, projected to be just below 10 percent in 2015. In contrast, TV is expected to reach almost 46 percent market share in 2015.
Investment in TV continues to grow, although not at the robust pace of digital, and TV remains the screen viewed most by Indians, although they are often simultaneously on a mobile device viewing or texting. TV spending is estimated to increase 15.1 percent and 16.0 percent, respectively, for 2014 and 2015.
Spending on cinema advertising continues to enjoy strong growth, and is predicted to increase 20 percent in 2015 on top of a 25.4 percent rise estimated for 2014. The increase reflects the place of film viewing in Indian culture and the strength of India’s film industry.
The rise in digital, cinema and TV spending came primarily at the expense of print, especially magazines, with spending expected to decline 4 percent in 2015 after falling 5 percent last year. Spending on all other media is expected to increase in 2015. Radio and retail are expected to improve 11 percent and 8 percent respectively. Newspapers, and out-of-home should rise more modestly.