OOH advertising in India dropped by 55% in H1, 2020

According to Pitch Madison Report Mid-Year Review, OOH is predicted to grow from Rs 1750 crore to Rs 2300 crore in 2020

e4m by exchange4media Staff
Updated: Aug 19, 2020 2:00 PM

The Pitch Madison Advertising Report Mid-Year Review 2020 unveiled on Tuesday has findings on the impact that the COVID-19 pandemic has had on all mass mediums, sectors of brands, and India’s AdEx this year.

The report also presented us with the outlook for H2 2020. This was the first forum in the Indian media and advertising sector to quantify the impact of the pandemic on AdEx this year.

With regards to the OOH industry, the report says the OOH medium was severely affected due to the nationwide lockdown as the very essence of ‘outdoor’ wasn’t the social norm anymore. With zero visibility on roads, brands flocked to digital mediums and TV, leaving the billboards empty.

It was reported that the sectors of OOH and Cinema in AMJ ’20 quarter or Q2 had virtually no billings due to the Covid-19 lockdown. Some OOH campaigns like ‘Welcome Back’ campaigns started to grace the billboards mid-June 2020. Even in the JFM period, the OOH medium didn’t seem to be impressive and in Q1 it was recorded that they de-grew by 13% compared to the same quarter in 2019.

In total, OOH advertising in India declined by 55% in the first half of the year and closed at Rs 760 crore. OOH’s total AdEx, which is known to be always above 5%, has de-grown to 4% in H1’20. Taking a look at the Indian Advertising Market in the Jan-June period in the past 3 years, OOH in H1 ’18 had recorded Rs 1616 crore (6% market share), Rs 1706 crore in in H1 ’19 (5% market share). This year H1 ’20 recorded a decline of Rs 761 crore (4% market share).

On a Positive Note

With the rise in digital adoption, the report states that pDOOH will grow further. OOH  is expected to recover its losses by the festive season of 2020, but the road to recovery might be faster as Madison OOH’s traffic count tool shows that traffic in major junctions has already resumed by the end of June to the extent of 50-60%. The 2020 growth forecast for OOH predicts a growth from Rs 1750 crore to Rs 2300 crore.

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