Ad land reports project 7-11% growth for Indian AdEx in 2025

Despite differences in absolute values, dentsu-e4m, GroupM, and Pitch Madison reports project steady ad market growth, driven by digital expansion

by e4m Staff
Published: Feb 15, 2025 9:30 AM | 3 min read

The Indian advertising industry is set for steady growth in 2025, with various industry reports forecasting an increase in total AdEx. While their absolute projections differ, dentsu-e4m Digital Advertising Report 2025 projects growth from Rs 1,01,083 in 2024 to Rs 1,07,664 in 2025. Meanwhile, GroupM’s This Year, Next Year 2025 expects an increase from Rs 1,53,406 to Rs 1,64,137 , and the Pitch Madison Advertising Report 2025 projects growth from Rs 1,07,980 to Rs 1,20,022 .

Thus, the consensus on a 7-11% growth rate, which signals a resilient market and digital acceleration.

The dentsu-e4m report expects the share of traditional AdEx to drop from 51% in 2024 to 45% in 2025, reflecting a 7% decline (from Rs 51,832 to Rs 48,449). GroupM, on the other hand, predicts traditional AdEx to rise slightly by 1% (from Rs 64,494 to Rs 65,000) even as its share in total AdEx declines from 42% to 40%. Meanwhile, Pitch Madison projects a 7% increase in traditional AdEx, from Rs 62,688 in 2024 to Rs 67,030 in 2025, though its share falls from 58% to 56%.

For Television AdEx, dentsu-e4m projects an 8% decline, from Rs 28,062 (28% share) to Rs 25,839 (24% share). GroupM forecasts a marginal 1% decline, from Rs 42,859 (28% share) to Rs 42,431 (26% share). Pitch Madison estimates a 6% increase, from Rs 34,453 (32% share) to Rs 36,520 (30% share).

For Print AdEx, dentsu-e4m predicts an 8% decline, from Rs 17,529 (17% share) to Rs 16,150 (15% share). GroupM estimates a 4% growth, from Rs 15,350 to Rs 15,947 , maintaining a 10% share. In contrast, Pitch Madison forecasts a 7% growth, from Rs 20,272 (19% share) to Rs 21,691 (18% share).

For OOH AdEx, dentsu-e4m predicts a 4% increase, from Rs 4,256 to Rs 4,414 , keeping its 4% share. GroupM forecasts an 8% increase, from Rs 3,399 to Rs 3,671 , maintaining a 2% share. Pitch Madison expects a 12% rise, from Rs 4,650 to Rs 5,208 , maintaining a 4% share.

For Radio AdEx, dentsu-e4m projects a 3% growth, from Rs 1,679 to Rs 1,723 , maintaining its 2% share. GroupM predicts a 1% decline, from Rs 2,029 to Rs 2,009 , keeping a 1% share. Pitch Madison anticipates a 9% increase, from Rs 2,462 to Rs 2,684 , maintaining a 2% share.

For Cinema AdEx, dentsu-e4m forecasts a 6% rise, from Rs 306 to Rs 323 , keeping its 0.3% share. GroupM expects a 10% increase, from Rs 857 to Rs 942 , maintaining a 1% share. Pitch Madison predicts a 9% increase, from Rs 851 to Rs 928 , maintaining about a 1% share.

For Digital AdEx, dentsu-e4m projects a 20.2% growth, from Rs 49,251 (49% share) to Rs 59,200 (55% share). GroupM forecasts a 12% rise, from Rs 88,912 (58% share) to Rs 99,137 (60% share). Pitch Madison anticipates a 17% increase, from Rs 45,292 (42% share) to Rs 52,992 (44% share).

Despite differences in absolute values, all three reports indicate consistent trends, traditional media’s shrinking share, digital’s growing dominance, and OOH and cinema witnessing strong recoveries. While the Pitch Madison report is more optimistic about print and TV, dentsu-e4m and GroupM reports highlight digital acceleration and a gradual decline in traditional media’s contribution.