Media Market Overview

MEDIA MARKET OVERVIEW

In 2022, total Adex increased by 21%, traditional Adex increased by 14% and digital Adex increased by 35%. 

Below mentioned is total Media Market Overview of India

Compared to India’s Adex growth rate of 21%, global Adex, according to WARC, grows only 8% in 2022.

The top 11 countries accounting for 70% of global Adex grow only 1%. 

In absolute terms, Adex grew from Rs.74,231 crore to Rs.89,803 crore in India . This is the second highest increase in the last two decades. Traditional Adex dominates Adex India with a market share of 62%, while in Adex Global the figure is 32%.With a growth of 14% by 2022, traditional media is at Rs 1,999 crore.55,399 crore, just surpassing the 2019 figure of Rs 52,136 crore. 

Adex digital is currently the largest media with a market share of 38%, followed by television with a market share of 34%. 

Audio Visual Media 

Audiovisual media contributes to 45.6% of total Adex. Linear TV at Rs.9,99,30,662 crores and digital video at Rs.9,999.10,314 crore, totaling Rs 40,976 billion. FMCG remains the largest category, but its market share has fallen from 38% in 2020 to 32% in 2022.

E-commerce has now become Adex’s second largest category, with a growing market share from 4.9% in 2019 to 14% in 2022. 

Adex’s top 5 advertisers are HUL, Reckitt, RIL, Dream11 and Mondelez. There are only 11 startups in the list of top 50 advertisers compared to 15 last year, confirming that venture capital funding is drying up.

Indian Advertising Market