Indian adspend to surge

NEW DELHI: Advertising expenditure levels will almost double in India over the period to 2016, a forecast has predicted.

Trade body the Confederation of Indian Industry and PricewaterhouseCoopers, the advisory group, stated that the media and entertainment (M&E) market would grow from $17bn in 2011 to $38bn in 2016.

Advertising is likely to play a key part in fuelling this process. Expenditure came in at $5.2bn in 2011, equating to 35% of the total M&E industry, a figure set to hit $9.8bn in 2016.

Television and print took 85% of such spending during 2011. By contrast, outdoor yielded a modest 6% of advertising sales in the course of last year, falling to 5% for radio and 4% for the internet.

"Television and print dominate the advertising segment in India, with over 80% share of revenue. These segments are expected to play a central role in driving the industry towards achieving the vision of '$100bn' in revenue," the study said.