Leading media agency network ZenithOptimedia in its latest Advertising Expenditure Forecast report has said that advertisement expenditure in India will go up to 13% in 2016. The agency predicted that television advertisement (which has maximum adspends) will grow by 15% and print advertisement will grow by 10%.
Digital advertisement in India is expected to grow the maximum with a 20% growth prediction while all other media are expected to grow by 5% to 10%
Globally, ad expenditure will increase by 4.7% in 2016. This will take the total expenditure to $579 billion by the end of the year.
The growth rate in advertising expenditure has remained stable since 2011 with the growth rate ranging from 4% to 5%.
Globally too, television is leading in the advertising share with 38% of the total expenditure share in 2015. This is expected to change as the report predicts that internet advertising will overtake television in 2018.
The report says that in the last decade, four BRICS countries namely, Brazil, Russia, India and China were responsible for much of the ad market expansion. However, the adspend is slowing in three out of four countries. India is the only country out of the four which continues to have a rapid growth in this area. The ad spends growth in India is at double-digit annual rates and therefore, ZenithOptimedia expects the market to expand by $3 billion between 2015 and 2018.
