PITCH-MADISON

ADVERTISING
REPORT
2016 – KEY TAKEAWAYS
HIGHLIGHTS
■ The annual Pitch madison Media Advertising Outlook (PMAO) for 2016
predicts that Advertising industry will grow 16.8 per cent to reach Rs
51,365 crore.
■ This is a growth of Rs 7,300 crore over last year. In 2015, the industry
grew by 17.6 per cent, exceeding mid-year projections of 13.8 per cent.
■ After four years, television reclaims top position from print to garner
the largest chunk of the advertiser’s spends at Rs 17,261 crore (a 22
per cent growth), with FMCG being the biggest spender on the
medium.
■ Television will continue to remain brands’ all-time favourite medium
in 2016 and grow by another 20 per cent on the back of FMCG,
Telecom, mobile hand-sets, e-commerce and auto players.
THE SMALL SCREEN RULES
 INDIAN AD MARKET SIZE
617 34.0

522 25.0

428 16.0
(INR bn)

(%)
333 7.0

239 (2.0)

144 (11.0)
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016E

Ad revenues Ad growth
INDIAN AD MARKET SIZE
Ad growth
YEAR Ad revenues INR bn %
2007 181 22.0
2008 215 19.0
2009 196 -9.0
2010 250 27.8
2011 274 9.6
2012 289 5.2
2013 321 11.3
2014 374 16.5
2015 440 17.6
2016E 514 16.8
BREAK UP OF AD REVENUES INR bn
YoY growth
INR bn 2014 2015 2016E %
TV 141 173 207 20.0
Print 153 169 186 10.0
Digital 40 51 67 30.0
Radio 13 15 18 18.0
OOH 23 27 30 12.9
Cinema 4 5 5 15.1
Total 374 440 514 16.8
BREAK UP OF AD REVENUES %

Media Segment 2015 2016E

TV 39.2 40.3
Cinema
OOH
Print 38.5 36.3 Radio 6%1%
4%
Digital 11.6 13.0 Digital
13%
Radio 3.5 3.5 TV
40%
OOH 6.1 5.9
Cinema 1.1 1.0

Print
36%
 BREAK UP OF AD REVENUES YOY%
YoY growth 2015 2016E
TV 22.0 20.0
Print 11.0 10.0
Digital 29.0 30.0
Radio 20.0 18.0
OOH 14.0 12.9
Cinema 21.1 15.1
Total 17.7 16.8
 TV GENREWISE REVENUE CONTRIBUTION IN 2015

Order Genre Revenue Contribution % in 2015 Approx Revenue in Rs Crore

1 Hindi GEC 28 4600-5600
2 Hindi + English News 11 1700-2000
3 Tamil Reg 10 1400-1800
4 Sports 8 1500-2000
5 Marathi Reg 4 700-850
6 Telugu Reg 5 700-850
7 Hindi Movies 5 700-850
8 Bengali Reg 4 550-700
9 Kannada Reg 4 500-650
10 Music 3 500-600
11 Malayam Reg 3 450-600
12 Kids 3 450-600
13 Info 3 450-600
14 Movies Eng 3 375-500
15 Eng Niche 2 250-350
16 Others 7 1000-1300
  Total 100  
 TV GENREWISE REVENUE CONTRIBUTION IN 2015
Revenue Contribution % in Approx Revenue in Rs Revenue Contribution % in Order Genre
Order Genre 2015 Crore 2014 2014 2014
1 Hindi GEC 28 4600-5600 27 1  
Hindi + English
2 News 11 1700-2000 13.4 3,4  
3 Tamil Reg 10 1400-1800 8.5 2  
4 Sports 8 1500-2000 4.4 8  
5 Marathi Reg 4 700-850 4.6 7  
6 Telugu Reg 5 700-850 5.2 5  
7 Hindi Movies 5 700-850 5.1 6  
8 Bengali Reg 4 550-700 3.3 14  
9 Kannada Reg 4 500-650 3.4 12  
10 Music 3 500-600 3.3 13  
11 Malayam Reg 3 450-600 2.7 15  
12 Kids 3 450-600 3.7 11  
13 Info 3 450-600 4.1 9  
14 Movies Eng 3 375-500 3 14  
15 Eng Niche 2 250-350 2.6 16  
16 Others 7 1000-1300 0.6 18  
  Total 100        
3.9 10 other reg
1.4 17 DD
TV GENREWISE REVENUE CONTRIBUTION IN 2015
Ad Spends - 2014 (Source: Madison report) Ad Spends - 2013 (Source: Madison report)
YOY growth
Genre Actual Genre Actual
All TV Genre All TV Genre %
Contribution-% (cr) Contribution-% (cr) 2014/2013
27% Hin GEC 3823 28 Hin GEC 3477 9.9
8.50% TN CS 1203 8 Hin News 994 8.3
7.60% Hin News 1076 7 TN CS 869 38.4
5.80% Eng News 821 6 Eng News 745 10.2
5.20% AP CS 736 4 Info 497 16.8
5.10% Hin Mov 722 4 Kids 497 5.5
4.60% Mah CS 651 6 Hin Mov 745 -3.1
4.40% Sports 623 4 Mah CS 497 31.0
4.10% Info 580 12419 3 Ben CS 373 25.3
14158 3.90% Other 552
regionals 2 Ker CS 248 53.8
3.70% Kids 524 4 Sports 497 25.4
3.40% Kan CS 481 4 Kan CS 497 -3.2
3.30% Music 467 4 Other Reg 497 11.1
3.30% Ben CS 467 3 Eng Mov 373 14.1
3.00% Eng Mov 425 2 Music 248 88.0
2.70% Ker CS 382 3 Eng Ent 373 -1.2
2.60% Eng Ent 368 2 DD 248 -20.3
1.40% DD 198
0.60% Others 85
CATEGORY CONTRIBUTION TO AD PIE
INR bn 2014 2015YoY growth
FMCG 103 124 20.0
Ecommerce 34 42 23.0
Auto 32 41 28.0
Telecom/DTH 25 33 34.0
Real Estate & Home improvement 22 23 5.0
Clothing, Fashion, Jewellery 19 22 18.0
Education 17 19 16.0
BFSI 16 18 13.0
HH Durables 14 18 29.0
Travel & Tourism 10 14 47.0
Retail 10 12 18.0
Media 5 5 12.0
Corporate 5 5 9.0
Alcoholic Beverages 2 2 35.0
Others 62 61 (2.0)
Total 374 440 17.6
TOP ADVERTISERS
OF INDIA
THANK YOU