Indian Advertising Market Report & Forecast 2017-2022

Aug, 2017   |   101  Pages   |   IMARC   |   Format : PDF
The growth of the advertising industry is highly dependent on the penetration of various media platforms. India, with its developing economy, provides numerous opportunities to advertisers to promote their products and services through the expanding media channels in the region. The economic growth has also led to an increase in the spending power of a significant portion of the population, creating an affluent brand conscious consumer-base. As a result, the companies are focusing on creating a strong brand-image for themselves by advertising extensively. IMARC Group’s new report titled, “Indian Advertising Market Report & Forecast: 2017-2022”, finds that the market reached a value of more than INR 510 Billion in 2016, growing at a CAGR of 11% during 2011-2016.

Over the next few years, the Indian advertising market is projected to be the fastest-growing advertising market in Asia, after China. This growth can be attributed to a number of favourable factors. One of the primary factors is the rapid penetration of smartphones and internet in the country which facilitates the use of digital advertising. Increasing population and favourable government regulations are some of the other growth driving factors. According to the report, the market is further expected to reach a value of INR 997 Billion by 2022.

The report has analysed the market on the basis of segments, covering television, print, radio, internet/online, mobile and outdoor. Among these, print advertising currently accounts for the largest market share, representing the most popular segment. The report also provides an analysis of the competitive landscape along with the profiles of the key players operating in the market. Some of the major players covered in the report include JWT India, Ogilvy & Mather India, DDB Mudra Group, FCB-Ulka Advertising Ltd., Rediffusion - DY&R, and McCann Erickson India.

This report provides an analytical and statistical insight into the Indian advertising industry along with its various segments and sub-segments. The study, that has been undertaken using both desk-based and qualitative primary research, has analysed various aspects and provides a comprehensive understanding of the Indian advertising market. The report can serve as an excellent guide for investors, researchers, consultants, marketing strategists, media planners, advertisers, radio and television broadcasters and all those who are planning to foray into the Indian advertising market in some form or the other.

Key Aspects Analysed:

Understanding the Indian advertising market

Focus of the Analysis:

Composition of the market

Major players

SWOT analysis of the industry

Historical growth trends and driving factors

Television advertising market

Focus of the analysis:

An overview of the television broadcasting industry

Analysis of various sub-segments with their performance

Major industries that use television as an advertising medium

Major companies that use television as an advertising medium

Historical growth trends and driving factors

Print advertising market

Focus of the analysis:

An overview of the print advertising industry

Analysis of various sub-segments with their performance

Major players in each segment and their performance

Major industries that use print as an advertising medium

Major companies that use print as an advertising medium

Historical growth trends and driving factors

Radio advertising market

Focus of the analysis:

An overview of the radio advertising industry

Radio listenership across the country

Major industries that use radio as an advertising medium

Major companies that use radio as an advertising medium

Historical growth trends and driving factors

Internet/Online advertising market

Focus of the analysis:

An overview of the Internet/On-line advertising industry

Viewership of various websites

Major industries that use internet as an advertising medium

Major companies that use internet as an advertising medium

Historical growth trends and driving factors

Mobile advertising market

Focus of the analysis:

An overview of the mobile advertising industry

Various forms of mobile advertising

Major industries that use mobile as an advertising medium

Major companies that use mobile as an advertising medium

Historical growth trends and driving factors

Outdoor advertising market

Focus of the analysis:

An overview of the outdoor advertising industry

Analysis of various sub-segments with their performance

Major industries and companies that use outdoor advertising as an advertising medium

Historical growth trends for each sub-segment and driving factors

Information Sources:

Information has been sourced from both primary and secondary sources:

Primary sources include industry surveys and face to face/telephone interviews with industry experts.

Secondary sources include proprietary databases and search engines. These sources include company websites and reports, books, trade journals, magazines, white papers, industry portals, government sources and access to more than 4000 paid databases.
1 Preface
2 Introduction and Methodology
2.1 Objectives of the study
2.2 Stakeholders
2.3 Data Sources
2.3.1 Primary Sources
2.3.2 Secondary Sources
2.4 Market Estimation
2.4.1 Bottom-Up Approach
2.4.2 Top-Down Approach
2.5 Forecasting Methodology
3 Executive Summary
4 Indian Advertising Market: Introduction
4.1 Indian Advertising Market
4.2 Current Trends
4.3 Competitive Landscape
4.4 Market Forecast
5 Indian Advertising Market: Industry Analysis
5.1 Strengths
5.2 Weaknesses
5.3 Opportunities
5.4 Threats
6 Indian Advertising Market: Performance of Various Segments
6.1 Television Advertising
6.1.1 Current Trends
6.1.2 Viewership & Advertising Revenues Across Various Genres
6.1.3 Major Industries Advertising on Television
6.1.4 Major Companies Advertising on Television
6.1.5 Market Forecast
6.2 Print Advertising
6.2.1 Current Trends
6.2.2 Newspapers
6.2.3 Magazines
6.2.4 Major Industries Advertising on Print Media
6.2.5 Major Companies Advertising on Print Media
6.2.6 Market Forecast
6.3 Radio Advertising
6.3.1 Current Trends
6.3.2 Listenership of Different Radio Channels
6.3.3 Major Industries Advertising on Radio
6.3.4 Major Companies Advertising on Radio
6.3.5 Market Forecast
6.4 Internet/Online Advertising
6.4.1 Current Trends
6.4.2 Viewership of Various Internet Websites
6.4.3 Major Industries Using Internet/Online Media for Advertising
6.4.4 Major Companies Using Internet/Online Media for Advertising
6.4.5 Market Forecast
6.5 Mobile Advertising
6.5.1 Current Trends
6.5.2 Various Forms of Mobile Advertisements
6.5.3 Major Industries & Companies Using Mobile for Advertising
6.5.4 Market Forecast
6.6 Outdoor Advertising
6.6.1 Current Trends
6.6.2 Bill Boards
6.6.3 Street Furniture
6.6.4 Transit Advertising
6.6.5 Other Mediums
6.6.6 Major Industries and Companies Using Outdoor Advertising
6.6.7 Market Forecast
7 Indian Advertising Market: Value Chain Analysis
7.1 Research
7.2 Content Development
7.3 Advertising Agencies
7.4 Advertising Media
7.5 Audience
8 Porters Five Forces Analysis
8.1 Bargaining Power of Suppliers
8.2 Bargaining Power of Buyers
8.3 Threat of Substitutes
8.4 Competitive Rivalry
8.5 Threat of New Entrants
9 Indian Advertising Market: Key Player Profiles
9.1 JWT
9.2 Ogilvy and Mather
9.3 Mudra Communications
9.4 FCB-Ulka Advertising Ltd
9.5 Rediffusion DY & R
9.6 McCann Erickson India
9.7 RK Swamy/BBDO Advertising Ltd
9.8 Grey WorldWide (I) Pvt Ltd
9.9 Leo Burnett
9.10 Contract

List of Figures

Figure 1: India: Advertising Market (in INR Billion), 2009-2016
Figure 2: India: Advertising Market Break-up by Segment (in %), 2016
Figure 3: India: Advertising Market Forecast (in INR Billion), 2017-2022
Figure 4: India: Advertising Market Forecast: Market Share by Segment (in %), 2022
Figure 5: India: Advertising Market Forecast: Comparative Market Share by Segment (in %), 2016 & 2022
Figure 6: India, North America, Western Europe & China: Advertising to GDP Ratio (in %)
Figure 7: India: Television Advertising Market (in INR Billion), 2009-2016
Figure 8: India: Total Number of TV Households (in Million), 2009 & 2016
Figure 9: India: Total Number of Cable & Satellite Households (in Million), 2009 & 2016
Figure 10: India: Television Advertising Market Forecast (in INR Billion), 2017-2022
Figure 11: India: Print Advertising Market (in INR Billion), 2009-2016
Figure 12: India: Print Advertisement Market: Breakup of Newspaper & Magazine Revenues (in %), 2009-2016
Figure 13: India: Newspaper Advertising Market (in INR Billion), 2009-2016
Figure 14: India: Total Newspaper Circulation (in Million), 2009-10 & 2016-17
Figure 15: India: Newspaper Advertising Market Forecast (in INR Billion), 2017-2022
Figure 16: India: Magazine Advertising Market (in INR Billion), 2009-2016
Figure 17: India: Magazine Advertising Market Forecast (in INR Billion), 2017-2022
Figure 18: India: Print Advertising Market Forecast (in INR Billion), 2017-2022
Figure 19: India: Print Advertising Market: Share of Newspapers & Magazines (in %), 2017-2022
Figure 20: India: Radio Advertising Market (in INR Billion), 2009-2016
Figure 21: India: Penetration of FM Radio in the Four Metros* (in %), 2009 & 2016
Figure 22: India: Radio Advertising Market Forecast (in INR Billion), 2017-2022
Figure 23: India: Internet/Online Advertising Market (in INR Billion), 2009-2016
Figure 24: India: Internet Users (In Million), 2009 & 2016
Figure 25: India (Urban): Purpose of Internet Access (in %)
Figure 26 India (Rural): Purpose of Internet Access (in %)
Figure 27: India: Internet/Online Advertising Spends by Sectors (In %), 2016
Figure 28: India: Internet/Online Advertising Market Forecast (in INR Billion), 2017-2022
Figure 29: India: Mobile Advertising Market (in INR Billion), 2011 – 2016
Figure 30: India: Mobile Advertising Market Forecast (in INR Billion), 2017-2022
Figure 31: India: Outdoor Advertising Market (in INR Billion), 2009-2016
Figure 32: India: Break-up of Outdoor Advertising Market by Formats (in %) 2010- 2016
Figure 33: India: Billboards Advertising Market (in INR Billion), 2010-2016
Figure 34: India: Billboards Advertising Market Forecast (in INR Billion), 2017-2022
Figure 35: India: Street Furniture Advertising Market (in INR Billion), 2010-2016
Figure 36: India: Street Furniture Advertising Market Forecast (in INR Billion), 2017-2022
Figure 37: India: Transit Advertising Market (in INR Billion), 2010-2016
Figure 38: India: Transit Advertising Market Forecast (in INR Billion), 2017-2022
Figure 39: India: Other Outdoor Advertising Market (in INR Billion), 2010-2016
Figure 40: India: Other Outdoor Advertising Market Forecast (in INR Billion), 2017-2022
Figure 41: India: Outdoor Advertising Spends by Sector (In %), 2016
Figure 42: India: Outdoor Advertising Market Forecast (in INR Billion), 2017-2022
Figure 43: India: Break-up of Outdoor Advertising Market by Format (In %), 2022

List of Tables

Table 1: India: Advertising Market (In Billion INR), 2016-17
Table 2: India: Advertising Market Forecast (In Billion INR), 2016-2022
Table 3: India: Top Ten Advertising Agencies by Gross Income (in INR Million)
Table 4: India: Advertising Market Forecast: Growth Rate of Various Mediums (in %), 2017-2022
Table 5: India: Advertising Market: SWOT Analysis
Table 5: India: User Base of Various Media Forms
Table 7: India: Foreign Investment Regulations across Various Media Forms
Table 8: India: Growth Rates of Various Sectors of the Economy (in %), 2009-2016
Table 9: India: Media Penetration
Table 10: India: Television Advertising Market: Viewership & Advertising Revenue by Genre, 2016
Table 11: India: Television Advertising Market: Volume Shares of Top Ten Advertising Sectors (in %)
Table 12: India: Television Advertising Market: Volume Share of Top Ten Advertisers (in %)
Table 13: India: Readership of Top Ten Newspapers (In ‘000), 2016
Table 14: India: Readership of Top Ten Magazines (In ‘000), 2016
Table 15: India: Readership of Top Ten Hindi Magazines (In ‘000), 2016
Table 16: India: Readership of Top Ten English Magazines (In ‘000), 2016
Table 17: India: Top Print Advertising Sectors by Volume (in %), 2013 & 2016
Table 18: India: Top Ten Print Advertisers by Volume (in %), 2016
Table 19: India: Radio Listenership (women) Across Various Channels in Mumbai (in %)
Table 20: India: Radio Listenership Across Various Channels in Delhi (in %)
Table 21: India: Radio Listenership Across Various Channels in Bangalore (in %)
Table 22: India: Radio Listenership Across Various Channels in Kolkata (in %)
Table 23: India: Nationwide Radio Listenership Across Various Channels (In Million)
Table 24: India: Top Ten Radio Advertising Sectors by Volume (in %)
Table 25: India: Top Ten Radio Advertisers by Volume (in %)
Table 26: India: Top Ten Indian Websites, 2016
Table 27: India: Internet/Online Advertising Spends by Sectors (In INR Million)
Table 28: India: Types of Mobile Advertisements, 2016

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