1. Overall Advertising Market Trends
- India’s total advertising market has grown steadily at a compound annual growth rate (CAGR) of around 6–7% over the past five financial years. It crossed the ₹1 lakh crore mark in fiscal 2025 CRISIL.
- For 2024, Magna Global reports ad spend reached ₹1.22 lakh crore, marking an 11.8% annual growth. Traditional media grew 8.4%, while digital surged nearly 16% The Economic Times.
In 2025, GroupM forecasts a further increase to about ₹1.64 lakh crore, reflecting a growth rate of ~7% mintThe Economic Times.
2. Digital Media’s Meteoric Rise
- Digital advertising has emerged as the fastest-growing segment, expanding from a 24% share in FY2020 to about 45–46% of total ad spend by FY2025—a remarkable shift CRISIL.
- According to Pitch Madison, digital ad spend in 2024 grew 14%, reaching ₹45,292 crore, with projections for 2025 at ₹52,992 crore (+17%), capturing 44% of the overall advertising market exchange4mediaPitchOnNet.
- The dentsu‑e4m report predicts that by end‑2025, digital advertising will account for 50–55% of total ad spend, growing at a 23.5% CAGR, reaching ₹62,045 crore exchange4media.
PwC projects India’s internet advertising to grow at 15.6% CAGR from 2023 to 2028, climbing from ₹41,310 Cr in 2023 to ₹85,231 Cr by 2028 PwC.
3. Traditional Media: Steady but Slower Growth
- While digital surges ahead, traditional media still registers steady increases:
- TV ads grew 7–8% in recent years, reaching ₹39,333 crore in 2024 The Economic Times.
- Print media remained resilient, with a 6–10% annual growth, generating ₹18,771 crore in 2024 The Economic Timesmint.
- Out-of-home (OOH) and cinema advertising also expanded, with OOH growing around 8–13% and cinema at 10% The Economic Timesmint.
- TV ads grew 7–8% in recent years, reaching ₹39,333 crore in 2024 The Economic Times.
PwC forecasts that Indian TV advertising will continue growing at ~4.2% CAGR, while print is expected to grow at ~3% CAGR through 2028—contrasting global declines PwC.
4. Shift in Format Share and Emerging Platforms
- Digital now edges ahead of traditional, accounting for 51% of adex by 2025; traditional formats stand at 49% BMIThe Economic Times.
- Social media is on track to surpass television as the dominant advertising format within five years BMI.
- Key emerging formats:
- Retail media is booming, with a staggering 40% CAGR since 2019 mint.
- Connected TV (CTV) is rapidly gaining ground—India’s CTV ad revenue grew ~35% in 2024 and is expected to reach ₹2,300–2,500 crore by 2025 exchange4media.
- Digital video and social media formats continue leading digital growth, with video growing ~17% and social rapidly scaling BMIexchange4media.
- Retail media is booming, with a staggering 40% CAGR since 2019 mint.
Final Thoughts
Over the past five years, India’s media advertising landscape has transformed, driven by:
- A digital-first surge, with internet ads now contributing nearly half of total spend.
- Print and TV maintaining relevance, even as growth slows.
- Rapid adoption of cutting-edge formats like CTV, retail media, and social video.
- Overall ad markets crossing key milestones (₹1 lakh crore+) and expanding toward ₹1.6 lakh crore in 2025.
India’s advertising ecosystem is thriving, propelled by digital innovation, evolving consumer habits, and shifting media consumption patterns.