INDIAN ADVERTISING INDUSTRY AT A GLANCE IN 2017 - 2018 Overview for year2017-2018
The Indian Advertising industry is one of the fastest growing market in the world, next only to
China. The advertising revenue accounts for around 0.38 per cent of India’s gross domestic
product. In the financial year 2017 to 2018, Indian advertising industry was estimated to be Rs
63,000 crore (US$ 10 billion) with both print and TV having a share of 38-40% each.
It is estimated that in 2018, the share of Ad spend in India’s Gross Domestic Product (GDP) will
be around 0.45 per cent. Print contributes a significant portion to the total advertising revenue,
accounting for almost 41.2 per cent, whereas TV contributes 38.2 per cent, and digital
contributes 11 per cent of the total revenue. Outdoor, Radio and Cinema make up the balance 10
per cent.
Online Advertising
Online advertising market is worth around Rs 10,000 crore (US$ 1.5 billion
In 2017, there is a noticeable expected increase in the share of digital advertising, which is
expected to account for 15.5% of total ad spends in 2017, at around Rs 9490 crores, as compared
with Rs 7300 crores last year. Digital Advertising is the third highest category of advertising
spends, whereas lagging far behind is TV (Rs 27,378 crores, 44.7% of total) and Print (Rs 18258
crores, 29.8% of total). The first quarter of the financial year was quite slow, with the market
picking up from March-April, fuelled by a stable recovery process post demonetization.
Industry Forecast
The Indian Digital Advertising industry is expected to grow at a Compound Annual Growth Rate
(CAGR) of 32 per cent to reach Rs 18,986 crore (US$ 2.93 billion) by 2020 thanks to the
ongoing digital revolution.
