Television ads will see a modest growth of 7 per cent in spending from Rs 8,400 crore in 2008 to Rs 8,988 crore in 2009, while newspapers will actually see a fall of 2 per cent in ad spends from Rs 10,033 crore in 2008 to Rs 9,832 crore in 2009, says a forecast by Group M the media investment management arm of global advertising giant WPP.
In a report ‘This Year, Next Year-India Media Forecasts,’ Group M said ad expenditure on radio and digital properties, on the other hand, was likely to grow by 15 per cent and 25 per cent respectively.
Overall Indian advertising expenditure is likely to witness a sluggish growth from Rs 22,683 crore in 2008 to Rs 23,755 crore in 2009, it said.
UTV Bindass’ channel head Heather Gupta said the moderate outlook for TV stemmed in the current economic
downturn from “the possible reluctance of advertisers to spend monies on expensive traditional media especially
According to the report, categories such as real estate, infotech, financial services, retail, apparel and automobiles will see their contribution to overall advertising expenditure go down from 27 per cent in 2008 to 23 per cent in 2009.
Entertainment, education, fast moving consumer goods and telecoms will see their contribution rise from 50 per cent in 2008 to 54 per cent in 2009, the report said.