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Indian Advertising Market: Industry Trends, Share, Size, Growth, Opportunity and Forecast 2022-2027

Market Overview 2022-2027:

The Indian advertising market size reached INR 667 Billion in 2021. Looking forward, IMARC Group expects the market to reach INR 1,272 Billion by 2027, exhibiting a growth rate (CAGR) of 11.3% during 2022-2027. Keeping in mind the uncertainties of COVID-19, we are continuously tracking and evaluating the direct as well as the indirect influence of the pandemic on different end use industries. These insights are included in the report as a major market contributor.

Advertising refers to a marketing strategy that involves the paid promotion of brands, products, and services to attract customers and increase sales of companies. It includes roadside hoardings, websites, electronic and print newsletters, product packaging, restaurant placemats, event bulletins, video and image content on social media platforms, television (TV), sides of cars and trucks, and subway car walls. It helps introduce a new product in the market, supports salesmanship, offers more employment opportunities, and educates business customers. It also enables companies to focus on the competitive advantages of their products, the distinctive added value to customers, and sustain the market competition. As a result, various organizations in India are relying on innovative advertising solutions to reach targeted audiences, enhance customer experience, and increase profitability.

 

 
 

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Note: Information in the above chart consists of dummy data and is only shown here for representation purpose. Kindly contact us for the actual market size and trends.

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Indian Advertising Market Trends:

Rapid urbanization and economic growth of India are encouraging businesses to increase investments in aggressive marketing strategies, promotional activities, innovative packaging solutions, and celebrity endorsements. In addition, the rising focus of companies on improving customer retention and attracting new buyers represents one of the key factors positively influencing the market. Apart from this, the growing adoption of digital advertising solutions due to the increasing penetration of high-speed internet connectivity in India is creating a positive market outlook. This, along with the widespread utilization of smartphones, laptops, and tablets facilitates the use of digital advertising. The increasing reliance of individuals on social media platforms is also offering numerous opportunities to companies to promote their services and products. Shifting consumer preference toward online shopping and continuous improvements in the e-commerce infrastructure are offering lucrative growth opportunities to leading advertising industry players. Furthermore, the expansion of media and entertainment channels and the advent of subscription-based channel models are strengthening market growth. Additionally, the emerging trend of advertisement through key sporting events, including the Indian Premier League and sports expo in India, is offering a favorable market outlook. Moreover, the rising spending of the Government of India (GoI) on political advertising is propelling market growth.

Competitive Landscape:

The Indian advertising industry is highly fragmented with the presence of several small and large palyers. Some of the major players in the market are:

  • JWT India
  • Ogilvy & Mather India
  • DDB Mudra Group
  • FCB-Ulka Advertising Ltd.
  • Rediffusion - DY&R
  • McCann Erickson India


Key Market Segmentation

IMARC Group provides an analysis of the key trends in each sub-segment of the Indian advertising market, along with forecasts at the country and state levels from 2022-2027. Our report has categorized the market based on segments.

Breakup by Segments:

Television advertising is the most preferred mode of advertisement as it offers brand recognition and enables companies to showcase their products and services to a wider consumer base. Additionally, it shows advertisements in a repetitive mode that keeps brands alive in mind for a much longer time than sponsored posts on social media platforms and roadside hoardings.

Television Advertising Market

The 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

The 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

The 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

The focus of the analysis:

  • An overview of the Internet/Online advertising industry
  • Viewership of various websites
  • Major industries that use the internet as an advertising medium  
  • Major companies that use the internet as an advertising medium  
  • Historical growth trends and driving factors


Mobile Advertising Market

The 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

The 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    Impact of COVID-19
     4.4    Market Forecast 
     4.5    Competitive Landscape 
5    Indian Advertising Market: SWOT Analysis
     5.1    Overview
     5.2    Strengths
     5.3    Weaknesses
     5.4    Opportunities
     5.5    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   Indian Advertising Market: 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 India
     9.2    Ogilvy & Mather India
     9.3    DDB Mudra Group
     9.4    FCB-Ulka Advertising Ltd.
     9.5    Rediffusion DY&R
     9.6    McCann Erickson India

List of Figures

Figure 1: India: Advertising Market: Value Trends (in Billion INR), 2016-2021
Figure 2: India: Advertising Market: Break-up by Segment (in %), 2021
Figure 3: India: Advertising Market Forecast: Value Trends (in Billion INR), 2022-2027
Figure 4: India: Advertising Market Forecast: Market Share by Segment (in %), 2027
Figure 5: India: Advertising Market Forecast: Comparative Market Share by Segment (in %), 2021 & 2027
Figure 6: India, North America, Western Europe & China: Advertising to GDP Ratio (in %)
Figure 7: India: Television Advertising Market (in Billion INR), 2016-2021
Figure 8: India: Total Number of TV Households (in Million), 2016 & 2021
Figure 9: India: Total Number of Cable & Satellite Households (in Million), 2016 & 2021
Figure 10: India: Television Advertising Market Forecast (in Billion INR), 2022-2027
Figure 11: India: Print Advertising Market (in Billion INR), 2016-2021
Figure 12: India: Print Advertisement Market: Breakup of Newspaper & Magazine Revenues (in %), 2016-2021
Figure 13: India: Newspaper Advertising Market (in Billion INR), 2016-2021
Figure 14: India: Total Newspaper Circulation (in Million), 2016-17 & 2022-23
Figure 15: India: Newspaper Advertising Market Forecast (in Billion INR), 2022-2027
Figure 16: India: Magazine Advertising Market (in Billion INR), 2016-2021
Figure 17: India: Magazine Advertising Market Forecast (in Billion INR), 2022-2027
Figure 18: India: Print Advertising Market Forecast (in Billion INR), 2022-2027
Figure 19: India: Print Advertising Market: Share of Newspapers & Magazines (in %), 2022-2027
Figure 20: India: Radio Advertising Market (in Billion INR), 2016-2021
Figure 21: India: Radio Advertising Market Forecast (in Billion INR), 2022-2027
Figure 22: India: Internet/Online Advertising Market (in Billion INR), 2016-2021
Figure 23: India: Internet Users (In Million), 2016 & 2021
Figure 24: India: Internet/Online Advertising Spends by Sectors (In %)
Figure 25: India: Internet/Online Advertising Market Forecast (in Billion INR), 2022-2027
Figure 26: India: Mobile Advertising Market (in Billion INR), 2016-2021
Figure 27: India: Mobile Advertising Market Forecast (in Billion INR), 2022-2027
Figure 28: India: Outdoor Advertising Market (in Billion INR), 2016-2021
Figure 29: India: Break-up of Outdoor Advertising Market by Formats (in %) 2016-2021
Figure 30: India: Billboards Advertising Market (in Billion INR), 2016-2021
Figure 31: India: Billboards Advertising Market Forecast (in Billion INR), 2022-2027
Figure 32: India: Street Furniture Advertising Market (in Billion INR), 2016-2021
Figure 33: India: Street Furniture Advertising Market Forecast (in Billion INR), 2022-2027
Figure 34: India: Transit Advertising Market (in Billion INR), 2016-2021
Figure 35: India: Transit Advertising Market Forecast (in Billion INR), 2022-2027
Figure 36: India: Other Outdoor Advertising Market (in Billion INR), 2016-2021
Figure 37: India: Other Outdoor Advertising Market Forecast (in Billion INR), 2022-2027
Figure 38: India: Outdoor Advertising Spends by Sector (In %)
Figure 39: India: Outdoor Advertising Market Forecast (in Billion INR), 2022-2027
Figure 40: India: Break-up of Outdoor Advertising Market by Format (In %), 2027
Figure 41: India: Advertising Industry: SWOT Analysis
Figure 42: India: Advertising Industry: Value Chain Analysis
Figure 43: India: Advertising Industry: Porter's Five Forces Analysis

List of Tables

Table 1: India: Advertising Market: Key Industry Highlights, 2021 and 2027
Table 2: India: Advertising Market Forecast (in Billion INR), 2022-2027
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 %)
Table 5: India: Top Print Advertising Sectors by Volume (in %)
Table 6: India: Top Ten Indian Websites
Table 7: India: Internet/Online Advertising Spends by Sectors (In INR Million)
Table 8: India: Types of Mobile Advertisements


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Key Questions Answered in This Report

The Indian advertising market was valued at INR 667 Billion in 2021.

We expect the Indian advertising market to exhibit a CAGR of 11.3% during 2022-2027.

The increasing penetration of smartphones, coupled with the rising utilization of digital advertising
among numerous organizations for creating a strong brand-image, is primarily driving the Indian
advertising market.

The sudden outbreak of the COVID-19 pandemic has led to the growing adoption of online advertising
over billboards by several end-use industries across the nation, to remotely promote their products and
services.

Based on the segments, the Indian advertising market can be segmented into television, print, radio,
internet/online, mobile, and outdoor. Currently, television advertising holds the majority of the total
market share.

Some of the major players in the Indian advertising market include JWT India, Ogilvy & Mather India,
DDB Mudra Group, FCB-Ulka Advertising Ltd., Rediffusion - DY&R, McCann Erickson India, etc.

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