The Pitch-Madison Media Advertising Outlook 2010 is now available online and can be accessed at www.pitchonnet.com. This is the 7th edition of the study, brought out by Pitch magazine (part of the exchange4media Group) in collaboration with Madison Media. The reports of the past four years (2006-09), too, would be available online and can be accessed for free.
Commenting on the objective behind this move, Amit Agnihotri, Co-founder & Director, exchange4media Group and Editor of Pitch, said, “Media advertising spends data from the Pitch-Madison Media Advertising Outlook has become a benchmark data for policy makers, marketers, media owners, and of course, media planners. We are happy to share this wealth of knowledge for the benefit of the industry.”
Since its inception, the Pitch-Madison Media Advertising Outlook has been increasingly referred to by marketers, media owners, media buying and planning professionals for staying updated on industry trends and key developments in the various mediums. In its seventh edition, the report includes additional information such as top category spenders, biggest state gainers and top publication gainers amongst other insights.
As noted in the January issue, the study 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.
According to the study, 2009 was annus horibilus (a horrible year). Indian media and advertising industry clocked a total size of Rs 18,670 crore in 2009. Compared to 2008, where the industry size was pegged at Rs 20,717, this is a dramatic drop of full 10 percentage points.
Commenting on the poor performance by the Indian media advertising industry, 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.”
Anurag Batra, Chairman and Editor-in-Chief, exchange4media Group, shared the optimism of the Pitch-Madison Advertising Outlook 2010, when he commented, “We and the whole Indian media industry had readjusted the cost base in response to the impact of 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.”
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 losers have been outdoor and cinema, which both lost 20 percentage points.