Last bastion of traditional media?

There is still a huge number of advertisers sticking traditional media. India is projected to spend most of its advertsing budget on traditional media, with TV accounting for 39.3% of the country’s overall ad spend in 2017.

They would spend USD$3.13bn (£2.57bn) on TV ads this year, according to eMarketer. They also were expected to spend a significant amount on print, which would account for 35.7% of total ad spend, and newspapers, in particular, would rake up the majority of this budget.

Overall, India’s media ad spend would climb 12% this year to hit USD$7.94bn (£6.53bn).

Digital media will account for just 15.3% of ad expenditures.

However, this segment is expected to see a 30% growth, fuelled largely by mobile, which was projected to increase 85% this year to churn USD$460.1m (£378.18m), eMarketer said.

eMarketer’s senior forecasting analyst, Shelleen Shum, said: “Traditional media outlets, especially print and TV, remain the mainstay of media advertising, due to its outsized influence on the lives of many in India.

“Local content coverage in various languages and the widespread accessibility to print and TV signals explain their ability to hold on to large audiences”, Shum explained. “This is a stark contrast to many other countries where both industries are facing declines in advertising revenue as audiences migrate to digital.”