GroupM unveils TYNY 2019 Report
Sam Singh, CEO GroupM South Asia, said that sectors like e-commerce, FMCG, auto, retail, telecom and technology will contribute to two-thirds of the total ad-ex
GroupM’s annual This Year Next Year Report on the trends driving the advertising industry and advertising expenditure has found that the industry in India outdid GroupM’s predictions in 2018.
In February last year, GroupM had estimated that the industry would grow by 13 per cent. Instead, numbers now show that the industry grew by 15 per cent, reaching Rs 70,602 crore in 2018. GroupM executives have attributed this growth to the low base of 2017.
Presenting the predictions for 2019, CEO GroupM South Asia, Sam Singh, said that macro-economic factors like private consumption, government spending, healthy private investment, and indications of a timely monsoon, which are all driving GDP growth in India, will also have a bearing on strong investments in the advertising industry. He further added that sectors like e-commerce, FMCG, auto, retail, telecom and technology will contribute to two-thirds of the total ad-ex.
Prasanth Kumar, Chief Operating Officer - GroupM South Asia, has said that the estimated growth in 2019 is projected to be a strong 14 per cent and that three per cent of this growth would stem from the two special events of 2019, namely: General Elections and the ICC World Cup. The advertising industry would be worth Rs 80,678 crore in 2019, growing by Rs 10,076 crore during 2019.
The report has stated that digital will contribute to 37 per cent of the total incremental growth in 2019. As per the growth figures, an additional Rs 3,728 crore will be spent on the digital medium alone in 2019. The total size of the digital advertising industry is estimated to be around Rs 16,038 crore. Kumar said that both the General Elections and the ICC World Cup will contribute equally to the growth of digital in 2019.
In 2019, India will be among the third largest contributor to incremental growth globally and will be among the top 10 markets by ad spend.
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