Indian Advertising Market Report & Forecast 2018-2023

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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: 2018-2023”, finds that the market reached a value of more than INR 573.5 Billion in 2017, growing at a CAGR of 11% during 2011-2017.

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 1102 Billion by 2023.

Indian Advertising Market Report

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    Porter's 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), 2010-2017
Figure 2: India: Advertising Market Break-up by Segment (in %), 2017
Figure 3: India: Advertising Market Forecast (in INR Billion), 2018-2023
Figure 4: India: Advertising Market Forecast: Market Share by Segment (in %), 2023
Figure 5: India: Advertising Market Forecast: Comparative Market Share by Segment (in %), 2017 & 2023
Figure 6: India, North America, Western Europe & China: Advertising to GDP Ratio (in %)
Figure 7: India: Television Advertising Market (in INR Billion), 2010-2017
Figure 8: India: Total Number of TV Households (in Million), 2010 & 2017
Figure 9: India: Total Number of Cable & Satellite Households (in Million), 2010 & 2017
Figure 10: India: Television Advertising Market Forecast (in INR Billion), 2018-2023
Figure 11: India: Print Advertising Market (in INR Billion), 2010-2017
Figure 12: India: Print Advertisement Market: Breakup of Newspaper & Magazine Revenues (in %), 2010-2017
Figure 13: India: Newspaper Advertising Market (in INR Billion), 2010-2017
Figure 14: India: Total Newspaper Circulation (in Million), 2010-11 & 2017-18
Figure 15: India: Newspaper Advertising Market Forecast (in INR Billion), 2018-2023
Figure 16: India: Magazine Advertising Market (in INR Billion), 2010-2017
Figure 17: India: Magazine Advertising Market Forecast (in INR Billion), 2018-2023
Figure 18: India: Print Advertising Market Forecast (in INR Billion), 2018-2023
Figure 19: India: Print Advertising Market: Share of Newspapers & Magazines (in %), 2018-2023
Figure 20: India: Radio Advertising Market (in INR Billion), 2010-2017
Figure 21: India: Radio Advertising Market Forecast (in INR Billion), 2018-2023
Figure 22: India: Internet/Online Advertising Market (in INR Billion), 2010-2017
Figure 23: India: Internet Users (In Million), 2010 & 2017
Figure 24: India: Internet/Online Advertising Spends by Sectors (In %), 2017
Figure 25: India: Internet/Online Advertising Market Forecast (in INR Billion), 2018-2023
Figure 26: India: Mobile Advertising Market (in INR Billion), 2010 – 2017
Figure 27: India: Mobile Advertising Market Forecast (in INR Billion), 2018-2023
Figure 28: India: Outdoor Advertising Market (in INR Billion), 2010-2017
Figure 29: India: Break-up of Outdoor Advertising Market by Formats (in %) 2010- 2017
Figure 30: India: Billboards Advertising Market (in INR Billion), 2010-2017
Figure 31: India: Billboards Advertising Market Forecast (in INR Billion), 2017-2022
Figure 32: India: Street Furniture Advertising Market (in INR Billion), 2010-2017
Figure 33: India: Street Furniture Advertising Market Forecast (in INR Billion), 2017-2022
Figure 34: India: Transit Advertising Market (in INR Billion), 2010-2017
Figure 35: India: Transit Advertising Market Forecast (in INR Billion), 2017-2022
Figure 36: India: Other Outdoor Advertising Market (in INR Billion), 2010-2017
Figure 37: India: Other Outdoor Advertising Market Forecast (in INR Billion), 2018-2023
Figure 38: India: Outdoor Advertising Spends by Sector (In %), 2017
Figure 39: India: Outdoor Advertising Market Forecast (in INR Billion), 2018-2023
Figure 40: India: Break-up of Outdoor Advertising Market by Format (In %), 2023


List of Tables

Table 1: India: Advertising Market (In Billion INR), 2017-18
Table 2: India: Advertising Market Forecast (In Billion INR), 2017-2023
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 %), 2018-2023
Table 5: India: Advertising Market: SWOT Analysis
Table 6: India: Top Print Advertising Sectors by Volume (in %), 2013 & 2017
Table 7: India: Top Ten Indian Websites, 2017
Table 8: India: Internet/Online Advertising Spends by Sectors (In INR Million)
Table 9: India: Types of Mobile Advertisements, 2017


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