Digital channels to drive ad recovery in India

India’s advertising sector is set to beat its pre-pandemic 2019 peak of $10bn in revenues in 2022 according to a report from the Confederation of Indian Industry and BCG.

Why it matters

The shape of India’s ad industry is changing, as the chart shows, where print had been ahead of digital up to 2019, the pandemic drove dollars onto digital. Since then, digital has continued to grow.

The fuller picture

• Around a third of ad revenue is now set to come from digital, a medium that has benefitted from public health measures like lockdowns that keep people at home.
• TV remains strong for similar reasons, and continues to take 40.9% of ad revenues according to the report.
• Growth of online channels raises the need for better measurement standards and capabilities across the industry (India is far from alone in this regard) if it is to benefit fully.

Sourced from CII, BCG. Image CII, BCG