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REVIEW 2009 |
The
New Normal
By Sam Balsara
& Amit Agnihotri
 The
year 2009 will go down in the annals of Indian media
and advertising industry as the one that has set the
'New Normal'. To quote McKin-sey's worldwide managing
director, Ian Davis, who propagated this term first
in March 2009, "Now, the business landscape has
changed fundamentally; tomorrow's environment will be
different, but no less rich in possibilities for those
who are prepared." Indeed, the year gone by has
reset the entire Indian media industry, as our 7th edition
of Pitch-Madison Media Advertising Outlook 2010 notes.
This even as the Indian economy showed its resilient
character (growing much faster than the world). Thankfully,
our study is bullish on 2010, which may end up in just
about wiping out our losses of 2009.
According to the 7th edition of Pitch-Madison Media
Advertising Outlook 2010, Indian media and advertising
industry clocked a total size of Rs 18,670 crore. Compared
with 2008, where the industry size was pegged at Rs
20,717, this is a dramatic drop of full 10 percentage
points. The fall is even more dramatic when we consider
the fact that... More... |
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Thinned
Out
The print industry got acquainted
with the new normal in terms of the fall in ad revenues
that most of the publications pocketed earlier.
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The
new leader
In an ad pie worth Rs 18,670
crore, television commands the highest share of
Rs 8,492 crore, a gain of Rs 173 crore.
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Skipping
a beat
The audio medium whose arrival
has been hailed in past as the rise of the next
‘big’ medium, got a jolt with a flat growth amidst
other things. More... |
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Happily
clicking away
Internet was the fastest growing
advertising medium for the second consecutive year,
with more number of SMEs also coming on board.
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The
clean slates
The Outdoor advertising industry
could not withstand the slowdown storm and got gulped
in a 20 per cent de-growth. More... |
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Wrecked!
The year was quite a wreck for
the tinsel town, as audiences rejected movies and
advertisers, the medium. More... |
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OUTLOOK 2010 |
Road
to Recovery
 By
Sam Balsara & Amit Agnihotri
Well, there was a lot of bad news that 2009 offered,
but the good news is that the last few months of 2009
have certainly given us hope. Pitch-Madison Media Advertising
Outlook 2010 forecasts that in the new year, media and
advertising industry will certainly fare better – we
have started walking the road to recovery. The study
forecasts a 13 per cent growth in 2010, which will growth
in 2010, which will put the Indian ad industry size
at Rs 21,145.
What calls for this bullish forecast? Many factors
actually. Overall the Indian economy is in a better
shape, with top policy makers and economists recommending
that Indian economy will grow at 7.5-8 per cent this
year. That’s about 2 per cent higher than 2009. Speaking
on the positive outlook for 2010, Montek Singh Ahluwalia,
Deputy Chairman of the Planning Commission, forecasts
“definitely 7 per cent or a little more” growth.
In this backdrop, both government & corporate sector
are ready to open their purse strings and increase their
media spends. More...
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Getting
Thicker again
Recovering from the shock, the
print industry promises to make a strong come back
in 2010. More... |
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The
show is on
The resilient medium will continue
to strengthen its share in the advertis- ing pie
with better growth in 2010. More... |
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Tuning
In
The study expects radio to grow
at the rate of 20 per cent in 2010 and reach Rs
817 crore, in the projected ad pie worth Rs 21,145
crore. More... |
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On
hyper Line
With a projected growth of 50
per cent, internet is expected to fetch a stag-
gering Rs 680 crore, up from Rs 453 crore in 2009.
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Revival
in the offing
According to the Pitch-Madison
Media Ad Outlook 2010, outdoor will grow by 15 per
cent, thereby clocking around Rs 1,305 crore this
year. More... |
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Craving
for sunshine
With a growth rate of nearly
five percent, the total ad revenue for the medium
is expected to go up by around Rs 5 crore.
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