Print media is witnessing a slowdown in the developed economies but when it comes to India, the newspaper still commands the lion’s share of the advertising pie.
As per the latest report from Zenith, the ROI agency of the Publicis Group, the newspaper will continue to be the most dominant media segment for the next three years.
In India, 2017 witnessed a slightly lower growth on account of demonetisation introduced in 2016 but a measured recovery on adspends is expected.
But the total AdEx for India is likely to go up significantly by 2020.
Growing internet penetration by operators such as Jio will significantly enhance digital adspends by almost double in India and give access to previously untapped markets.
India is moving towards digitalization at a faster pace than before but print media will still have a huge share of the market compared to digital platforms.
India is currently the fastest growing advertising market globally.
In 2018, mobile handsets, FMCG, automobiles, BFSI, travel and tourism and political ads will drive up the pace of adspends.
Overall the report has forecast a growth rate of 9% for television, 5% for newspapers, 10% for radio and 5% for cinema and out-of-home reach.
India will be No.4 in top 10 contributors to global adspend growth from 2017-2020 after US, China and Indonesia in that order.
Between 2017-2020 Zenith forecasts global advertising expenditure to increase by $72 billion in total.
Rising markets for the next three years will be China, Indonesia, India, Brazil and Russia. The overall report forecasts rising market to contribute 54% of additional AdEx between 2017-2020.
