Print media controls 43% of all advertising revenue
As we have been reiterating, newspapers are far from being a dead media. Now, a report on advertising revenue, by the consultancy firm KPMG and the Federation of Indian Chambers of Commerce and Industry, confirms this. According to the report, print controls 43% of all advertising revenue, with television trailing at 37%. Digital has only 10.5% of the pie.
01 Apr 2015 | By Dibyajyoti Sarma
Print media controls 43% of all advertising revenue
Yet, future looks dicey. In terms of advertising revenue, print media drew Rs 17,600 crore in 2014 and will expand at a CAGR of 9.7% until 2019. This slow expansion means that television advertising revenue, which stood at Rs 15,490 crore in 2014, will outstrip print by the end of the decade, with a CAGR of 14.1%.
In particular, during the first half of 2014, television advertising was boosted by the general elections, the most expensive polls in the history of the country.
Meanwhile, Indian e-commerce startups are spending heavily on print and television advertisements, with some Rs 1,000 crore worth of promotions in 2014. In Indian newspapers advertising last years, only political parties spent more than e-commerce companies.
Despite the steady growth in print and television, the sharpest growth was in India’s online advertising spending in 2014—at 44.5% year-on-year. Still, digital platforms—at Rs 4,350 crore in 2014—draw much lower ad revenues compared to print and television.
But as more Indians access content on smartphones, digital advertising could potentially grow 274% over just five years to reach Rs 16,250 crore. That’s a CAGR of 30.2%.
See All