Total advertising spend across media was Rs 327.4 billion in 2012. Despite the economic slowdown, advertising revenues saw a growth of 9 per cent in 2012, as against 13 per cent in 2011 and 17 per cent in 2010.
Print continues to be the largest beneficiary, accounting for 46 per cent of the advertising pie at Rs 150 billion. While television continues to be the dominant segment in the advertising arena, new media sectors are coming along.
Radio is anticipated to see a spurt in growth at a CAGR of 16.6 per cent over 2012-17, post the rollout of Phase 3 licensing. Industry estimates show that India's online advertising market is likely to touch Rs 2,938 crore by 2014. The online advertising market, which includes search, display, mobile, social media, email and video advertising has grown by 29 per cent year-on-year to Rs 2,260 crore by March, 2013. It was valued at Rs 1,750 crore in March, 2012. The online advertising market on an average is expected to grow by 40% annually in four years.
Search and display advertising formed a large portion of the overall pie in 2011-2012. Their percentage share has, however, declined somewhat in 2012-2013, owing to the rise in the mobile, social media and video advertising. The spends on mobile advertising have doubled from Rs 115 crore in 2011-12 to Rs 230 crore in 2012-13. Advertisements on mobile phones and tablets grew from a 7% share in FY 2011-2012 to 10% of the Indian online ad market in FY 2012-2013, totalling to spends of around Rs 230 crore. Social media, email and video advertising constitute 13% (Rs 300 crore), 3% (Rs 68 crore) and 7% (Rs 150 crore) of the online advertising market, respectively.