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According to the latest findings of Pitch Madison Media Advertising
Outlook 2012 (PMMAO 2012), Indian advertising grew by a modest ~8%
in CY11 as against ~28% in CY10. The outlook for CY12 remains guarded
(expecting ~9% growth), particularly in H1CY12. However, the possible
improvement in consumer sentiment, moderation in inflation, a reversal
in interest rates and introduction of FDI in retail might lead to a better
scenario in H2.
Macro slowdown leads to docile ad spends in CY11
Due to a sustained slowdown from high inflation, weaker INR and soaring interest rates
in H2CY11, the Indian advertising grew by just ~8% vis‐à‐vis expectations of 17%.
Amongst the largest mediums for ad spends, TV and print advertising grew by 9% and
8% respectively in CY11. Radio advertising grew by just 2% in CY11 as against 30% in
CY10. Internet continues to grow as a medium for ad spends with the category
recording ~45% growth. The out‐of‐home (OOH) segment suffered the most in the
slowdown, declining by 10% in CY11.
Advertising outlook for CY12 remains cautious
TV will continue to outperform print for the second year in a row with an expected
growth rate of 10% (vs 6% in print) in CY12. Amongst the key segments, only TV and
Internet are likely to post a double digit growth in CY12.
India Equity Research Reports, IPO and Stock News
Visit http://indiaer.blogspot.com/ for complete details �� ��
According to the latest findings of Pitch Madison Media Advertising
Outlook 2012 (PMMAO 2012), Indian advertising grew by a modest ~8%
in CY11 as against ~28% in CY10. The outlook for CY12 remains guarded
(expecting ~9% growth), particularly in H1CY12. However, the possible
improvement in consumer sentiment, moderation in inflation, a reversal
in interest rates and introduction of FDI in retail might lead to a better
scenario in H2.
Macro slowdown leads to docile ad spends in CY11
Due to a sustained slowdown from high inflation, weaker INR and soaring interest rates
in H2CY11, the Indian advertising grew by just ~8% vis‐à‐vis expectations of 17%.
Amongst the largest mediums for ad spends, TV and print advertising grew by 9% and
8% respectively in CY11. Radio advertising grew by just 2% in CY11 as against 30% in
CY10. Internet continues to grow as a medium for ad spends with the category
recording ~45% growth. The out‐of‐home (OOH) segment suffered the most in the
slowdown, declining by 10% in CY11.
Advertising outlook for CY12 remains cautious
TV will continue to outperform print for the second year in a row with an expected
growth rate of 10% (vs 6% in print) in CY12. Amongst the key segments, only TV and
Internet are likely to post a double digit growth in CY12.
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