Advertising in India

ADVERTISING IN INDIA

Table of Contents
 Table of Contents

01 Overview of the Indian market

Largest advertising markets worldwide 2019 02
Highest contributing advertising markets worldwide 2018-2021 03
BRIC countries: ad spend 2014-2022 04
Advertising revenue in India 2008-2022 05
Advertising spending in India 2015-2020 06
Distribution of ad spend in India 2016-2017, by medium 07
India: advertising spending 2017, by category 08
Gunn Report: most creative ad agencies in India 2016 09
Number of employees in the advertising industry in India 2013-2022 10

02 Traditional media
TV advertising revenue in India 2007-2024 12
OOh ad revenue India 2008-2024 13
Radio ad spend in India 2006-2016 14
 Table of Contents

Print advertising revenue in India from 2008-2024 15

Share of ad volumes in newspapers in India by language 2018 16
Share of ad volumes in magazines in India by language 2018 17
Cinema advertising spending in India 2013-2017 18

03 Digital media
Digital advertising revenue in India FY 2008-2024 20
Digital ad spend in India FY 2014-2024 21
Digital ad spend growth rate India 2019-2023 22
Digital ad spend in India 2019 by industry 23
Mobile ad spend in India 2016-2021 24
Share of mobile in digital ad spend in India 2015-2022 25
Mobile advertising revenue in Asia Pacific 2016, by format 26
ADVERTISING IN INDIA

Overview of the Indian market

Largest advertising markets worldwide in 2019 (in million U.S. dollars)
Largest advertising markets worldwide 2019

Advertising revenue in million U.S. dollars

0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 5,000 5,500

China 4,841

United States 4,304

India 1,358

Japan 1,342

United Kingdom 1,257

Philippines 953

Canada 605

Australia 519

Brazil 483

Russia 451

Note: Worldwide; December 2018

Further information regarding this statistic can be found on page 28.
2 Source(s): GroupM; ID 276653 Overview of the Indian market
Markets contributing the most to global advertising spending between 2018 and 2021 (in million
U.S. dollars)
Highest contributing advertising markets worldwide 2018-2021

Growth in million U.S. dollars

0 5,000 10,000 15,000 20,000 25,000 30,000 35,000

United States 32,070

China 16,324

India 4,506

United Kingdom 2,989

Indonesia 2,927

Brazil 2,562

Japan 2,158

Russia 1,855

South Korea 1,745

France 1,694

Note: Worldwide; March 2019; forecast

Further information regarding this statistic can be found on page 29.
3 Source(s): Zenith; Publicis Media; ID 278729 Overview of the Indian market
Media advertising spending in BRIC countries from 2014 to 2022 (in billion U.S. dollars)
BRIC countries: ad spend 2014-2022

China** India Brazil Russia

200

180

160
Spending in billion U.S. dollars

140

120

100

80

60

40

20

0
2014 2015 2016 2017 2018* 2019* 2020* 2021* 2022*

Note:2014 to 2017; includes digital (desktop/laptop, mobile and other internet-connected devices), directories, magazines, newspapers, out-of-home, radio and TV
Further information regarding this statistic can be found on page 30.
4 Source(s): eMarketer; ID 364991 Overview of the Indian market
Advertising revenue in India from 2008 to 2019, with estimates until 2022 (in billion Indian rupees)
Advertising revenue in India 2008-2022

1,200

1,040

1,000
869
Revenue in billion Indian rupees

795
800 755

665

600
528.2
474.9
414
400 362.5
327
300.1
266
221 228
200

0
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2022

Note: India; 2008 to 2019; figures exclude live events, online gaming and animation.
Further information regarding this statistic can be found on page 31.
5 Source(s): KPMG; FICCI; EY; ID 233468 Overview of the Indian market
Advertising spending in India from 2015 to 2020 (in billion U.S. dollars)
Advertising spending in India 2015-2020

14

12
12
10.68
Spending in billion U.S. dollars

10 9.38

8.37
8 7.46
6.66

0
2015 2016* 2017* 2018* 2019* 2020*

Note: India; includes digital (desktop/laptop, mobile and other internet-connected devices), directories, magazines, newspapers, out-of-home, radio and TV
Further information regarding this statistic can be found on page 32.
6 Source(s): eMarketer; ID 237960 Overview of the Indian market
Distribution of advertising spending in India in 2016 and 2017, by medium
Distribution of ad spend in India 2016-2017, by medium

2016 2017

40% 37.8% 37.8%

37.2% 36.9%

35%

30%

25%
Share

20%

14.3%
15% 12.5%

10%
5.6% 5.5%
5% 3.6%
1.9% 1.7%
0.8%
0%
Television Newspapers Internet Outdoor Radio Magazines Cinema

Note: India; August 2016; forecast

Further information regarding this statistic can be found on page 33.
7 Source(s): WARC; ID 276745 Overview of the Indian market
Distribution of advertising spending in India in 2017, by category
India: advertising spending 2017, by category

30%
27%

25%
23%

20%
Share of spend

15%

10%
8% 8%
7%
6%
5% 5%
5% 4% 4%
3%

0%
FMCG* Auto E-commerce Retail Telecom BFSI** Education Services Cons. durable Real estate Others

Note: India; January 2017; forecast

Further information regarding this statistic can be found on page 34.
8 Source(s): GroupM; ID 302574 Overview of the Indian market
Most creative advertising agencies in India in 2016
Gunn Report: most creative ad agencies in India 2016

12
11

10
Number of points in the 2016 Gunn Report

8
8

6
6
5 5

0
BBDO India (Mumbai) McCann Worldgroup (Mumbai) Publicis India (Mumbai) Ogilvy & Mather (Mumbai) Taproot Dentsu (Mumbai)

Note: India; 2016

Further information regarding this statistic can be found on page 35.
9 Source(s): Gunn Report; ID 672901 Overview of the Indian market
Number of employees in the advertising industry across India from 2013 to 2022 (in 1,000s)
Number of employees in the advertising industry in India 2013-2022

40
37.37

35
Number of employees in thousands

30

25 23

20

15.6
15

10

0
2013 2017 2022*

Note: India; 2013 to 2017

Further information regarding this statistic can be found on page 36.
10 Source(s): EY; FICCI; ID 806179 Overview of the Indian market
ADVERTISING IN INDIA

Traditional media
Revenue from television advertisements across India from FY 2008 to FY 2024 (in billion Indian
rupees)
TV advertising revenue in India 2007-2024

500
455
450
401
400
355
Revenue in billion Indian rupees

350
314
300 277
251
250 223.5
202.6
200 183.7
160
150 135.9 138.4
124.8
116
103
100 82 88

50

0
FY 2008 FY 2009 FY 2010 FY 2011 FY 2012 FY 2013 FY 2014 FY 2015 FY 2016 FY 2017 FY 2018 FY 2019 FY 2020* FY 2021* FY 2022* FY 2023* FY 2024*

Note: India; FY 2008 to FY 2019

Further information regarding this statistic can be found on page 37.
12 Source(s): KPMG; FICCI; EY; ID 233489 Traditional media
Out-of-home advertising revenue in India from FY 2009 to FY 2024 (in billion Indian rupees)
OOh ad revenue India 2008-2024

60

52

50 48
44
Ad revenue in billion Indian rupees

41
40 37
34
32
29
30
26
22.3
19.3 19.9
20 17.8 18.2
16.5
13.7

10

0
FY 2009 FY 2010 FY 2011 FY 2012 FY 2013 FY 2014 FY 2015 FY 2016 FY 2017 FY 2018 FY 2019 FY 2020* FY 2021* FY 2022* FY 2023* FY 2024*

Note: India; FY 2009 to FY 2019

Further information regarding this statistic can be found on page 38.
13 Source(s): KPMG; FICCI; ID 233491 Traditional media
Radio advertising spending in India from 2006 to 2016 (in million U.S. dollars)
Radio ad spend in India 2006-2016

250

203
200 194
185
177
Spending in million U.S. dollars

160

150 144
127
112
107
100 87

47
50

0
2006 2007 2008 2009 2010 2011 2012 2013 2014* 2015* 2016*

Note:
Further information regarding this statistic can be found on page 39.
14 Source(s): FIPP; Zenith; ID 314691 Traditional media
Print advertising revenue in India from FY 2009 to FY 2024 (in billion Indian rupees)
Print advertising revenue in India from 2008-2024

300
276
262
251.1
250 240.6
230.7
221.2
210.6
Revenue in billion Indian rupees

204.4
200 192.3
179.6
162.6 166
149.6
150 139.4
126
110.4

100

50

0
FY 2009 FY 2010 FY 2011 FY 2012 FY 2013 FY 2014 FY 2015 FY 2016 FY 2017 FY 2018 FY 2019 FY 2020* FY 2021* FY 2022* FY 2023* FY 2024*

Note: India; FY 2009 to FY 2019

Further information regarding this statistic can be found on page 40.
15 Source(s): KPMG; FICCI; ID 233485 Traditional media
Share of advertising volumes in Indian newspaper in 2018, by language
Share of ad volumes in newspapers in India by language 2018

English 25%

Other languages 38%

Hindi 37%

Note: India; 2018

Further information regarding this statistic can be found on page 41.
16 Source(s): EY; FICCI; ID 1017163 Traditional media
Share of advertising volumes in print magazines across India in 2018, by language
Share of ad volumes in magazines in India by language 2018

Hindi 8%

Malayalam 9%

English 54%
Others 29%

Note: India; 2018

Further information regarding this statistic can be found on page 42.
17 Source(s): EY; FICCI; ID 1017225 Traditional media
Cinema advertising expenditure in India from 2013 to 2017 (in billion Indian rupees)
Cinema advertising spending in India 2013-2017

6.01
6

5.23
Spending in billion Indian rupees

5 4.65

3.85
4
3.47

0
2013 2014 2015 2016 2017*

Note: India; 2013 to 2016

Further information regarding this statistic can be found on page 43.
18 Source(s): eMarketer; Madison World; ID 387110 Traditional media
ADVERTISING IN INDIA

Digital media
Digital advertising revenue in India from financial year 2008 to 2019 with a forecast until financial
year 2024 (in billion Indian rupees)
Digital advertising revenue in India FY 2008-2024

600
539

500

423
Revenue in billion Indian rupees

400

333

300 266

210
200
160

116.3
100 86.2
64.9
47
30.1 32.5
15.4 21.7
6 8 10
0
FY 2008 FY 2009 FY 2010 FY 2011 FY 2012 FY 2013 FY 2014 FY 2015 FY 2016 FY 2017 FY 2018 FY 2019 FY 2020* FY 2021* FY 2022* FY 2023* FY 2024*

Note: India; FY 2008 to FY 2019

Further information regarding this statistic can be found on page 44.
20 Source(s): KPMG; FICCI; ID 233493 Digital media
Digital advertising expenditure in India from financial year 2014 to 2019 with a forecast until
financial year 2024 (in billion Indian rupees)
Digital ad spend in India FY 2014-2024

600
539

500
Expenditure in billion Indian rupees

423

400

333

300 266

210
200
160

116
100 86
65
47
32.5

0
FY 2014 FY 2015 FY 2016 FY 2017 FY 2018 FY 2019 FY 2020* FY 2021* FY 2022* FY 2023* FY 2024*

Note: India; FY 2014 to FY 2019

Further information regarding this statistic can be found on page 45.
21 Source(s): KPMG; ID 258257 Digital media
Change in digital advertising spending in India from 2019 to 2023
Digital ad spend growth rate India 2019-2023

30%

24%
Year-on-year change

17.5%

14.5% 15%

2019 2020* 2021* 2022* 2023*

Note:2019
Further information regarding this statistic can be found on page 46.
22 Source(s): eMarketer; Website; ID 313977 Digital media
Distribution of digital advertising spending in India in 2019, by industry
Digital ad spend in India 2019 by industry

Share of expenditure
0% 5% 10% 15% 20% 25% 30%

FMCG 27%

E-commerce 19%

Consumer durables 11%

Banking, financial services and insurance (BFSI) 10%

Telecom 9%

Auto 7%

Media and entertainment 6%

Other 6%

Retail 5%

Note: India; 2019

Further information regarding this statistic can be found on page 47.
23 Source(s): Dentsu Aegis Network; ID 237962 Digital media
Mobile advertising spending in India from 2016 to 2021 (in million U.S. dollars)
Mobile ad spend in India 2016-2021

2,000

1,800 1,730

1,600
1,440
Spending in million U.S. dollars

1,400

1,200 1,130

1,000
810
800

600
460

400
250
200

0
2016 2017 2018* 2019* 2020* 2021*

Note: India; 2016 to 2017; includes display (banners, video and rich media) and search; excludes SMS, MMS and P2P messaging-based advertising; includes ad spending on
tablets
Further information regarding this statistic can be found on page 48.
24 Source(s): eMarketer; ID 275919 Digital media
Share of mobile in digital advertising spending in India from 2015 to 2019 with a forecast until 2022
Share of mobile in digital ad spend in India 2015-2022

70%
64%

59%
60%

52%
Share of mobile in digital ad spends

50% 47% 47%

43%

40% 37%

30%

20% 16.6%

10%

0%
2015 2016 2017 2018 2019 2020* 2021* 2022*

Note: India; 2015 to 2019

Further information regarding this statistic can be found on page 49.
25 Source(s): Dentsu Aegis Network; ID 717717 Digital media
Mobile advertising revenue in the Asia-Pacific region in 2016, by format (in million U.S. dollars)
Mobile advertising revenue in Asia Pacific 2016, by format

20,000

18,000 17,445

16,000
Spending in million U.S. dollars

14,000

12,000

10,000
8,587
8,000

6,000

4,000

2,000 1,460

0
Display Search Messaging

Note: APAC; 2016

Further information regarding this statistic can be found on page 50.
26 Source(s): IHS; IAB Europe; IAB; ID 232487 Digital media
ADVERTISING IN INDIA

References
Largest advertising markets worldwide in 2019 (in million U.S. dollars)
Largest advertising markets worldwide 2019

Description
Source and methodology information
This statistic provides information on the largest advertising markets in 2019. The source projected that Japan
Source(s) GroupM would be the fourth largest contributor to the global advertising market investments, with spending of 1.34 billion
U.S dollars that year. In total, it is projected that global advertising spending will reach 19 billion U.S. dollars in
Conducted by GroupM
2019.
Survey period December 2018

Region(s) Worldwide

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by GroupM

Publication date December 2018

Original source groupm.com

Website URL visit the website

Notes: n.a.

Back to statistic

28 References
Markets contributing the most to global advertising spending between 2018 and 2021 (in million
U.S. dollars)
Highest contributing advertising markets worldwide 2018-2021

Description
Source and methodology information
This statistic shows the markets contributing the most to global advertising spending between 2018 and 2021. In
Source(s) Zenith; Publicis Media the measured period, the U.S. is expected to have the largest contribution, amouting to more than 32 billion U.S.
dollars. Here you can find out which advertising market is expected to be the largest in 2021.
Conducted by Zenith

Survey period March 2019

Region(s) Worldwide

Number of respondents n.a.

Age group n.a.

Special characteristics forecast

Published by Publicis Media

Publication date March 2019

Original source Advertising Expenditure Forecasts March 2019, page 6

Website URL visit the website

Notes: n.a.

Back to statistic

29 References
Media advertising spending in BRIC countries from 2014 to 2022 (in billion U.S. dollars)
BRIC countries: ad spend 2014-2022

Description
Source and methodology information
The graph shows the total media advertising spending in BRIC countries from 2014 to 2022. China's ad
Source(s) eMarketer spending was expected to reach 95.7 billion U.S. dollars in 2018, up from 56.7 billion in 2014.
Conducted by eMarketer

Survey period 2014 to 2017

Region(s) Brazil, China, India, Russia

Number of respondents n.a.

Age group n.a.

Special characteristics includes digital (desktop/laptop, mobile and other internet-connected

devices), directories, magazines, newspapers, out-of-home, radio and TV

Published by Website (jianshu.com)

Publication date May 2018

Original source jianshu.com

Website URL visit the website

Notes: *Forecast. ** Excluding Hong Kong.

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30 References
Advertising revenue in India from 2008 to 2019, with estimates until 2022 (in billion Indian rupees)
Advertising revenue in India 2008-2022

Description
Source and methodology information
The advertising sector in India brought in revenues worth around 795 billion Indian rupees in 2019. This was a
Source(s) KPMG; FICCI; EY growth rate of over five percent compared to the value of ad revenues in 2018. Overall, theindustry was
estimated to reach over one trillion rupees by 2022.
Conducted by FICCI; KPMG; EY

Survey period 2008 to 2019

Region(s) India

Number of respondents n.a.

Age group n.a.

Special characteristics figures exclude live events, online gaming and animation.

Published by KPMG; EY

Publication date March 2020

Original source The era of consumer A.R.T: India's media and entertainment sector, page
12

Website URL visit the website

Notes: India's financial year begins in April and ends in March. For example, FY
2017 started in April 2016 and ended in March 2017. Note: One Indian
rupee is equal to 0.013 U.S. dollars and 0.012 euros (as of May 2020)

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31 References
Advertising spending in India from 2015 to 2020 (in billion U.S. dollars)
Advertising spending in India 2015-2020

Description
Source and methodology information
This timeline presents the advertising spending in India in 2015 and provides a forecast until 2020. The spending
Source(s) eMarketer amounted to 6.66 billion U.S. dollars in 2015 and is expected to reach 12 billion U.S. dollars in 2010.
Conducted by eMarketer

Survey period 2015

Region(s) India

Number of respondents n.a.

Age group n.a.

Special characteristics includes digital (desktop/laptop, mobile and other internet-connected

devices), directories, magazines, newspapers, out-of-home, radio and TV

Published by Strathcom Media

Publication date October 2016

Original source Worldwide Ad Spending, page 7

Website URL visit the website

Notes: * Forecast.

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32 References
Distribution of advertising spending in India in 2016 and 2017, by medium
Distribution of ad spend in India 2016-2017, by medium

Description
Source and methodology information
This statistic provides a forecast of a breakdown of advertising expenditure in India in 2016 and 2017, by
Source(s) WARC medium. In 2017, television advertising was projected to account for 37.2 percent of India's total advertising
expenditure.
Conducted by WARC

Survey period August 2016

Region(s) India

Number of respondents n.a.

Age group n.a.

Special characteristics forecast

Published by WARC

Publication date August 2016

Original source twitter.com

Website URL visit the website

Notes: Figures for 'radio' and 'magazines' for 2016 not available.

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33 References
Distribution of advertising spending in India in 2017, by category
India: advertising spending 2017, by category

Description
Source and methodology information
The graph shows a forecast of the distribution of advertising spending in India in 2017, by category. The source
Source(s) GroupM projected that the automobile industry would account for eight percent of the total advertising spending in India in
2017. Ad revenue in India is expected to reach nearly 600 billion Indian rupees in 2017; print media and TV
Conducted by GroupM
generated the most revenue with advertising.
Survey period January 2017

Region(s) India

Number of respondents n.a.

Age group n.a.

Special characteristics forecast

Published by Indiatimes

Publication date February 2017

Original source indiatimes.com

Website URL visit the website

Notes: * FMCG stands for fast moving consumer goods). **BFSI stands for
banking, financial services and insurance. Percentage points exceeding
100 percent are likely due to rounding.

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34 References
Most creative advertising agencies in India in 2016
Gunn Report: most creative ad agencies in India 2016

Description
Source and methodology information
This graph depicts a ranking of the most creative advertising agencies in India in 2016, ranked by number of
Source(s) Gunn Report points received in the 2016 Gunn Report. In that year, the agency BBDO India from Mumbai ranked first, with a
total of 11 Gunn Report points.
Conducted by Gunn Report

Survey period 2016

Region(s) India

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by BestMediaInfo

Publication date February 2017

Original source bestmediainfo.com

Website URL visit the website

Notes: n.a.

Back to statistic

35 References
Number of employees in the advertising industry across India from 2013 to 2022 (in 1,000s)
Number of employees in the advertising industry in India 2013-2022

Description
Source and methodology information
This statistic displays the number of employees in the advertising industry across India from 2013 to 2022. In
Source(s) EY; FICCI 2022, the number of people employed in the advertising industry is estimated to reach around 37.4 thousand
across India.
Conducted by EY; FICCI

Survey period 2013 to 2017

Region(s) India

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by EY; FICCI

Publication date July 2017

Original source Digital inflection point - Indian media and entertainment, page 30

Website URL visit the website

Notes: *Estimate. Values have been rounded.

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36 References
Revenue from television advertisements across India from FY 2008 to FY 2024 (in billion Indian
rupees)
TV advertising revenue in India 2007-2024

Description
Source and methodology information
As of fiscal year 2019, the revenue from advertisements on television across India amounted to over 251 billion
Source(s) KPMG; FICCI; EY Indian rupees. This was estimated to reach over 455 billion rupees by fiscal year 2024, indicating a compounded
growth rate of almost 13 percent.
Conducted by FICCI; KPMG; EY

Survey period FY 2008 to FY 2019

Region(s) India

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by KPMG; EY

Publication date August 2019

Original source India's digital future: mass of niches 2019, pages 56 and 62

Website URL visit the website

Notes: * Forecast. Previous reports have been accessed Note: One Indian rupee
is equal to 0.014 U.S. dollars and 0.013 euros (as of October 2019) Note:
India's financial year begins in April and ends in March. For example, FY
2016 started in April 2015 and ended in March 2016.

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37 References
Out-of-home advertising revenue in India from FY 2009 to FY 2024 (in billion Indian rupees)
OOh ad revenue India 2008-2024

Description
Source and methodology information
In financial year 2019, the revenue generated from out-of-home advertising across India amounted to over 34
Source(s) KPMG; FICCI billion Indian rupees. This was estimated to reach up to 52 billion rupees by financial year 2024. The segment
had a slow growth between fiscal year 2018 and 2019, mainly due to a ban on all forms of outdoor advertising in
Conducted by KPMG
India's IT city Bengaluru that year, along with a hold-back on ad spending on account of the general assembly
Survey period FY 2009 to FY 2019 elections in the country.

Region(s) India

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by KPMG

Publication date August 2019

Original source India's digital future: mass of niches 2019, pages 12 and 14

Website URL visit the website

Notes: *Forecast. Values have been rounded. Note: One Indian rupee is
approximately equal to 0.014 U.S. dollars and 0.013 euros (as of October
2019). India's financial year begins in April and ends in March. For
example, FY 2018 started in April 2017 and ended in March 2018.).

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38 References
Radio advertising spending in India from 2006 to 2016 (in million U.S. dollars)
Radio ad spend in India 2006-2016

Description
Source and methodology information
The statistic presents radio advertising spending in India from 2006 to 2013 as well as a forecast until 2016. In
Source(s) FIPP; Zenith 2006, the expenditure amounted to 47 million U.S. dollars. Furthermore, the source predicts the radio advertising
spending in India will grow up to approximately 203 million U.S. dollars by 2016.
Conducted by Zenith

Survey period 2006 to 2013

Region(s) India

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by FIPP

Publication date January 2015

Original source World Magazine Trends 2014/2015, page 256

Website URL visit the website

Notes: * Forecast. Figures for 2006 come from previous publications.

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39 References
Print advertising revenue in India from FY 2009 to FY 2024 (in billion Indian rupees)
Print advertising revenue in India from 2008-2024

Description
Source and methodology information
In fiscal year 2019, the revenue from print advertising across India was over 220 billion Indian rupees. It was
Source(s) KPMG; FICCI predicted to go up to 276 billion rupees by fiscal year 2024, thus marking a slow but steady growth. Even then,
the print sector in the country has been going through tough times with increasing competition from digital and
Conducted by KPMG
OTT ad platforms.
Survey period FY 2009 to FY 2019

Region(s) India

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by KPMG

Publication date August 2019

Original source India's digital future: mass of niches 2019, pages 69 and 73

Website URL visit the website

Notes: *Forecast. Previous reports have been accessed. Note: One Indian rupee
is equal to 0.014 U.S. dollars and 0.013 euros (as of October 2019) Note:
India's financial year begins in April and ends in March. For example, FY
2016 started in April 2015 and ended in March 2016.

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40 References
Share of advertising volumes in Indian newspaper in 2018, by language
Share of ad volumes in newspapers in India by language 2018

Description
Source and methodology information
Hindi newspaper publications had the largest advertising share across India with 37 percent of total ad volume
Source(s) EY; FICCI that year, while the share of English language publications stood at 25 percent.
Conducted by EY; FICCI; TAM Media Research

Survey period 2018

Region(s) India

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by EY

Publication date April 2019

Original source A billion screens of opportunity : India's media and entertainment sector,
page 57

Website URL visit the website

Notes: n.a.

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41 References
Share of advertising volumes in print magazines across India in 2018, by language
Share of ad volumes in magazines in India by language 2018

Description
Source and methodology information
This statistic illustrates the share of advertising volumes in print magazines in India in 2018, by language.
Source(s) EY; FICCI English magazines had the highest ad volume with 54 percent of the total share, followed by Malayalam
magazines with nine percent share.
Conducted by EY; FICCI; TAM Media Research

Survey period 2018

Region(s) India

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by EY

Publication date April 2019

Original source A billion screens of opportunity : India's media and entertainment sector,
page 57

Website URL visit the website

Notes: n.a.

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42 References
Cinema advertising expenditure in India from 2013 to 2017 (in billion Indian rupees)
Cinema advertising spending in India 2013-2017

Description
Source and methodology information
This statistic shows cinema advertising spending in India from 2012 to 2017. According to the source, cinema
Source(s) eMarketer; Madison World advertising expenditures in India will will grow from 5.23 billion India rupees in 2016 to 6.01 billion in 2017.
Conducted by Madison World

Survey period 2013 to 2016

Region(s) India

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by eMarketer

Publication date May 2017

Original source emarketer.com

Website URL visit the website

Notes: * Forecast. Figures are after (net) negotiated discounts. Agency

commissions have not been deducted from the figures. Figures do not
include production costs.

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43 References
Digital advertising revenue in India from financial year 2008 to 2019 with a forecast until financial
year 2024 (in billion Indian rupees)
Digital advertising revenue in India FY 2008-2024

Description
Source and methodology information
In financial year 2019, the revenue generated by digital advertising across India was valued at around 160 billion
Source(s) KPMG; FICCI Indian rupees. That same year, India`s total advertising revenue was estimated to be around 700 billion Indian
rupees and the country was ranked as the third largest advertising market across the world in terms of ad
Conducted by KPMG; FICCI
spending. The future is digital The highest share of ad revenue was generated by the Indian television ad market
Survey period FY 2008 to FY 2019 , valued at over 250 billion rupees in fiscal year 2018, followed by the print market. However, the projections for
each of these segments show a clear pattern where the digital ad market will rapidly overtake print as well as
Region(s) India television revenues by fiscal year 2024. According to these projections, the digital ad revenue in the country will
be worth almost 540 billion rupees by fiscal year 2024, while the television and print ad revenues were projected
Number of respondents n.a. to reach about 455 billion rupees and 276 billion rupees respectively. These numbers clearly show that India is
heading towards a digital advertising future. Big bucks for digital advertising The reasons for this surge in India`s
Age group n.a.
digital advertising are clear. Rising penetration of affordable and speedy internet, along with an increase in
Special characteristics n.a. vernacular content consumption make up the tip of the iceberg. Along with this, big-moneyed industries such as
banking, financial services, and insurance are increasingly experimenting with non-traditional media platforms
Published by KPMG such as YouTube and Instagram Stories to connect with users. In fact, in fiscal year 2019, the BFSI sector was
the largest spender on digital media with a contribution of 38 percent from all their marketing budgets.
Publication date August 2019

Original source India's digital future: mass of niches 2019, page 44

Website URL visit the website

Notes: *Forecast. Previous reports have been accessed. One Indian rupee is
equal to 0.013 euros and 0.014 dollars (as of October 2019). Note: India's
financial year begins in April and ends in March. For example, FY 2016
started in April 2015 and ended in March 2016.

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44 References
Digital advertising expenditure in India from financial year 2014 to 2019 with a forecast until
financial year 2024 (in billion Indian rupees)
Digital ad spend in India FY 2014-2024

Description
Source and methodology information
The digital advertising expenditure in India stood at 160 billion Indian rupees in fiscal year 2019, with estimates
Source(s) KPMG to reach almost 540 billion rupees by fiscal year 2024. This marks a good 28 percent growth rate in digital ad
spends in the country. Reasons for digital ad growth A surge in internet penetration , widespread availability and
Conducted by KPMG
affordability of 4G services along with a growing popularity of smartphones have given stimulus to the digital
Survey period FY 2014 to FY 2019 advertising market in India. Moreover, cheaper ad rates and an ability to track the returns on investment have
made it easier for even small business owners to craft their own ad budgets. Social media ads hold center stage
Region(s) India Of the available digital media options in the country, social media ads garnered the highest share of digital
advertising expenditure in 2019, followed by the paid search format. This is justifiable when over 351 million
Number of respondents n.a. Indians could be reached via social media that year. With evolving tools for audience tracking and measurement
on digital platforms, digital ad spends are projected to get a bigger share of the pie in the coming years.
Age group n.a.

Special characteristics n.a.

Published by KPMG

Publication date August 2019

Original source India's digital future: mass of niches 2019, page 44

Website URL visit the website

Notes: * Forecast. One Indian rupee is approximately equal to 0.014 U.S. dollars
and 0.013 euros (as of October 2019). India's financial year begins in April
and ends in March. For example, FY 2018 started in April 2017 and ended
in March 2018. Previous reports have been accessed. Values have been
rounded.

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45 References
Change in digital advertising spending in India from 2019 to 2023
Digital ad spend growth rate India 2019-2023

Description
Source and methodology information
In 2019, India's digital advertising spending had a 30 percent growth rate. This was estimated to decline to about
Source(s) eMarketer; Website 15 percent by 2023. However the value of digital expenditure in advertising was estimated to grow exponentially
by 2023.
Conducted by eMarketer

Survey period 2019

Region(s) India

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by eMarketer; Website

Publication date April 2019

Original source India advertising landscape

Website URL visit the website

Notes: * Forecast.

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46 References
Distribution of digital advertising spending in India in 2019, by industry
Digital ad spend in India 2019 by industry

Description
Source and methodology information
As India`s content consumption is increasingly moving to online platforms, advertisers are also following their
Source(s) Dentsu Aegis Network audiences to the digital world. Among the various business verticals in the country, the FMCG sector had a 27
percent share in the total digital ad expenditure in 2019, making it the highest spending sector that year. The e-
Conducted by Dentsu Aegis Network
commerce sector followed with a 19 percent share of the total digital ad spends. Ad spends by format Online ads
Survey period 2019 made up the highest share of the digital media expenditure by the FMCG sector that year, spending 36 percent
of their digital budget on it. However, most Indian business verticals preferred social media ads to online video
Region(s) India ads. In 2019, about 28 percent of digital advertising expenditure in India was spent on social media compared to
a 22 percent ad spend on online videos. Social media ads win the popular vote This is not surprising when one
Number of respondents n.a. looks at the massive social media user base across India. As of January 2020, Facebook had an advertising
reach of around 260 million users across India. This was the largest audience base reached via advertising in
Age group n.a.
the country that year, followed by Instagram and LinkedIn with a reach of 80 million and 62 million users
Special characteristics n.a. respectively. So long as social media platforms continue to facilitate a wider audience reach, advertisers will lean
towards them for higher return on investments.
Published by Dentsu Aegis Network

Publication date January 2020

Original source Digital advertising in India 2020, page 34

Website URL visit the website

Notes: India's financial year begins in April and ends in March. For example, FY
2018 started in April 2017 and ended in March 2018. One Indian rupee is
equal to 0.013 U.S. dollars and 0.012 euros (as of June 2020).

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47 References
Mobile advertising spending in India from 2016 to 2021 (in million U.S. dollars)
Mobile ad spend in India 2016-2021

Description
Source and methodology information
This statistic contains data on the mobile advertising expenditure in India from 2016 to 2021. The source
Source(s) eMarketer projected that the spending would reach 1.73 billion U.S. dollars in 2021, up from 460 million in 2017.
Conducted by eMarketer

Survey period 2016 to 2017

Region(s) India

Number of respondents n.a.

Age group n.a.

Special characteristics includes display (banners, video and rich media) and search; excludes
SMS, MMS and P2P messaging-based advertising; includes ad spending
on tablets

Published by eMarketer

Publication date October 2017

Original source emarketer.com

Website URL visit the website

Notes: * Forecast.

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48 References
Share of mobile in digital advertising spending in India from 2015 to 2019 with a forecast until 2022
Share of mobile in digital ad spend in India 2015-2022

Description
Source and methodology information
The share of ad spends on mobile devices across India were expected to reach 64 percent of the total digital
Source(s) Dentsu Aegis Network media expenditure by 2022. This share stood at 47 percent in 2019 indicating a strong growth in mobile ad
spends in the country over the years. Notably, it was estimated that by 2020 mobile ad expenditure would
Conducted by Dentsu Aegis Network
overtake desktop in the digital media advertising.
Survey period 2015 to 2019

Region(s) India

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by Dentsu Aegis Network

Publication date January 2020

Original source Digital advertising in India 2020, page 39

Website URL visit the website

Notes: * Forecast. Previous reports from other sources have been accessed.
Figures have been rounded for clarity.

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49 References
Mobile advertising revenue in the Asia-Pacific region in 2016, by format (in million U.S. dollars)
Mobile advertising revenue in Asia Pacific 2016, by format

Description
Source and methodology information
The graph above depicts mobile advertising revenue in the Asia-Pacific region in 2016, broken down by format.
Source(s) IHS; IAB Europe; IAB Display advertising was the largest format in the region, with 17.45 billion U.S. dollars revenue generated by
mobile display ads that year.
Conducted by IHS; IAB Europe; IAB

Survey period 2016

Region(s) APAC

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by IAB

Publication date July 2017

Original source Global Mobile Advertising Revenue 2016, page 7-9

Website URL visit the website

Notes: n.a.

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50 References