Indian ad industry to defy downturn

01 May 2009

NEW DELHI: Indian advertising expenditure will increase by 6.4% this year to 22,758 crore rupees ($4.6bn; €3.5bn; £3.1bn), with spending through the telecoms, political, FMCG and durables categories among the main drivers of growth.

ZenithOptimedia, the media agency, also forecasts that the country's ad market will expand in value to 25,003 crore rupees in 2010, and then to 28,477 crore rupees in 2011.

Pavan Chandra, of ZenithOptimedia West and South, argued that the "forecast for the Indian ad industry is not only healthy, but, in fact, among the top three across the world."

Newspaper revenues are set to grow by 1.2% to 9,210 crore rupees this year, with TV spending up by 9.4% to 9,301 crore rupees.

Tom Bernardin, chairman/ceo of Leo Burnett, also states that the company is "looking at India for both organic and inorganic growth" in 2009.

Its Indian arm has expanded by around 20% each year over the last decade, and Bernardin sees more "aggressive growth opportunities" in the country.

These could include the FMCG sector, where sales have increased by over 14% during the economic downturn, according to the Federation of Indian Chambers of Commerce and Industry.

Data sourced from Economic Times; additional content by WARC staff