Categories: Postweek Reports

Advertising Market in India Likely to Grow at 14% This Year

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TV channels, theatre & publishing companies set to gain

The advertising market in India is likely to grow at 14% this year to ₹80,678 crore. Strong macroeconomic factors, general elections and the Cricket World Cup 2019 are all expected to drive this growth. The forecasted growth in ad spends in 2019 is nearly two times the estimated GDP forecast of 7.5%. India’s ad spending compounded annual growth rate between 2014-2018 is at 13%.

While it took 10 years for the domestic ad industry to add ₹50,000 crore in terms of size, moving from nearly ₹20,000 crore in 2009 to ₹70,000 crore in 2019, the next ₹50,000 crore could come in less than half that time, according to a forecast by some of India’s top media agencies.

India is expected to be among the top contributors in terms of incremental ad spends in the world during the 2019 period, only behind the US and China. The country is expected to retain the position in the coming years –  India’s advertising growth rate will continue to be robust over the next few years as companies across the board retain their brand-building and promotional budgets.

The growth in ad spends will be led mainly by categories such as digital and social media as smartphone penetration continues to expand and data tariffs fall. While ad spending in the digital medium will be the fastest, other domains like print and television will also continue to grow.

The growth of ad spending in India is expected to benefit TV channels and broadcasting, theatre and publishing companies. These stocks are part of the Media Tracker smallcase, which allows investors to efficiently track and invest in the media and entertainment sector.

Markets Update

Benchmark indices ended the week in red. Nifty fell by 2% to end at 10,724.4 and Sensex also closed down 2.02% at 35,808.95.

Inflation for the month of January 2019 increased by 2.05% compared to the same period last year – lower than analyst estimates. Manufacturing production for December 2018 period grew by 2.7% on a year-on-year basis.

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Naveen K R

Investment Associate at smallcase Research.

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Naveen K R
Tags: advertisingmediamedia trackersector trackers

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