GroupM today released their annual estimated advertising expenditure report, called the ‘This Year, Next Year’ (TYNY) 2014. Along with the Advertising Expenditure (AdEx) numbers, GroupM India also released the mTrends, the list of the biggest media and communication trends in the country.
As per GroupM’s in-depth research of the Indian media industry, the projected AdEx growth estimate is 11.6 per cent. Digital media shows the maximum growth with 35 per cent. This is followed by 12 per cent in TV, a drop from 13.6 per cent in 2013. Cinema remains constant at 12 per cent for this year as well. The print medium shows a significant increase by 8.5 per cent as against the 2013 estimate of 4.6 per cent, owing to growth in vernacular print publications across the country.
CVL Srinivas, CEO, GroupM South Asia said, “We are cautiously optimistic about the media industry in 2014. Sectors such as FMCG, Auto and Retail will continue a stable increase in ad spends. We will see an increase in rural spending by FMCG and Telecom.” He added, “The first half of the year will continue to be uncertain, given the general economic and political environment, and ambiguity surrounding the measurement system. However, advertising by political parties is expected to give a boost to the AdEx by up to +2.5 per cent. We envisage a stronger second half with an upsurge in ad spends.”
The TYNY report is the most comprehensive understanding of the estimated media spends by advertisers in the current year. It also highlights some of the industry sectors that will have a major effect on advertising spends across media. This year, GroupM also launched mTrends, a quick reference book of the hottest media and communications opportunities in 2014. This list of 20 trends is a derivative of the TYNY 2014 report and has been put together by the team at GroupM India, including the agencies and specialist units.