After a tough year in 2009, the Pitch-Madison Media Advertising Outlook 2010 shows a positive trend for the Indian advertising industry in 2010. The study predicts the advertising pie to be worth Rs 21,145 crore, a 13 per cent increase over 2009.
This is the 7th edition of the study, brought out by Pitch magazine (a part of the exchange4media Group), in collaboration with Madison Media.
According to the study, 2009 can best be described as annus horibilus (Latin for a horrible year). The Indian media and advertising industry clocked a total size of Rs 18,670 crore in 2009, as compared to 2008, when the industry size was pegged at Rs 20,717. This was a dramatic drop of full 10 percentage points.
Commenting on the poor performance by the Indian media and advertising industry in 2009, Sam Balsara, Chairman, Madison World, said, “If I look back, I cannot think of a year where the ad pie has shrunk the way it did in 2009.The fall is even more dramatic when we consider the fact that the industry grew by an average rate of 15-18 per cent over the five year period – 2004 to 2008. None could have anticipated this sharp a fall.”
Some top lines from the report show that the print media was the worst hit in 2009. The medium lost a massive Rs 2,000 crore of ad revenue. Its share in the ad pie stands at Rs 7,806 crore. This means that print media in 2009 de-grew by a massive 21 per cent, when compared with 2008.
As for television and radio, the mediums just about managed to retain their share in the ad pie, with a marginal growth of 2 per cent and 3 per cent, respectively. The biggest gainer in the ad pie, however, is the Internet, which grew in double digits.
Besides print, the other big losers have been outdoor and cinema.
Now, the ad industry is poised for a brighter 2010, says the study, which projects a 13 per cent growth in 2010.
Anurag Batra, Chairman and Editor-in-Chief of exchange4media Group, shared the optimism of the Pitch-Madison Advertising Outlook 2010 when he said, "We and the whole Indian media Industry have adjusted the cost base in response to the impact of the slowdown, and this year's forecast of 13 per cent should enable Indian media owners to reap the benefits and probably employ them back in reaping the strategic advantage of making adjustments last year."
Amit Agnihotri, Co-Founder & Director exchange4media Group and Editor, Pitch magazine, sums up the study by saying, “Clearly, the worst is over for the Indian ad industry. The important fallout of this shakeout was that media houses decided to put their houses in order. Smart operators were able to turn the crisis into opportunity. The study, which forecasts a 13 per cent growth in ad revenues in 2010, just elaborates this point.”
Every year since its inception, the Pitch-Madison Media Advertising Outlook has been referred to by marketers, media owners, media buying and planning professionals for staying updated on industry trends and key developments in various mediums. In its seventh edition, the report includes additional information such as top category spenders, biggest gainers by state and top publication gainers, amongst other insights.
Madison World is 22-year old diversified communication group with 20 units across 10 specialised functions in Advertising, Media, Outdoor, PR, Rural, Retail, Entertainment, BTL, Mobile, Events and Sports. The group employs over 800 communication professional across nine cities in India, Sri Lanka and Thailand. The gross billing of Madison World is Rs 25 billion.
Pitch, a monthly magazine on advertising, marketing and media, was launched in the first week of October 2003 by the exchange4media Group. Over the years, Pitch has earned for itself a reputation for quality reporting and in-depth analysis.