Indian media to reap ad bonanza during 2011-15
Newspaper advertising will lead the charge with a compounded annual growth rate (CAGR) of 12% from 2011 to 2015, second only to Indonesia. India’s annual newspaper advertising will grow from today’s R10,000 crore to nearly R18,000 crore by 2015. This, at a time advertising is expected to stagnate or shrink in Australia and Japan, the market leaders in Asia-Pacific.
However, at a relatively muted CAGR of 4.5%, circulation revenues in India won’t match the frenetic pace of advertising growth, in contrast with China, Indonesia, Hong Kong and Malaysia, said PwC. The country’s 2010 newspaper circulation revenue stood at R5,825 crore, which will touch R7,272 crore by 2015. Combining advertising and subscription revenue, the Indian newspaper industry is projected to grow at 9.4% to reach R25,000 crore in next five years from R15,894 crore in 2010.
PwC adds that in line with the global trend, India’s television advertising revenue will overtake newspapers, generating over R9,000 crore in five years to cross R19,200 crore.
While worldwide TV advertising is expected to grow at 6.5% over the next five years reaching R10.6 lakh crore, newspaper advertising would grow only at 1.9% in the same period reaching R8.06 lakh crore, PwC said. Indian TV advertising will grow at a CAGR of 14%, the fourth highest in the world.
Overall, the Indian media and entertainment industry will grow at more than twice the global rate of a little under 6% until 2015 so as to reach R1.45 lakh crore from around R79,133 crore in 2010. Worldwide spending on entertainment and media is estimated to grow from $1.4 trillion in 2010 to $1.9 trillion by 2015, a CAGR of 5.7%. Also, digital platforms will drive the future operating models globally, showing the highest growth among all categories, the global entertainment and media outlook report from PwC says.
Internet-led advertising in India will clock the fastest growth until 2015 and is expected to more than double to reach R1,800 crore against the around R702 crore in 2010, a CAGR of 20.9%. Even the radio industry, which solely depends on advertising revenue, is expected to touch R1,800 crore by 2015 from R1,000 crore last year.
Even the Indian film industry is projected to grow at nearly 11% over the next five years.
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