Television has the unparalleled reach in the media market and contributes to the largest share of media spends at 41% (Rs. 23,201 crore) in 2020, followed by spends on digital (28%, Rs. 15,782 crore) and print (25%, Rs. 13,970 crore).
Currently,
FMCG has the highest expenditure on advertising with a contribution of 20% (Rs. 11,554 crore) closely followed by e-commerce (17%, Rs 9,788 crore) and consumer durables (10%, Rs. 5,751 crore).
FMCG spends a large majority of their advertising budget on Television (64%) while Retail, Automotive and
Media and Entertainment segments spend a large share of their advertising budget on Print. The biggest spenders on Digital media are BFSI (57%), Consumer Durables (45%), Telecommunications (40%) and E-Commerce (39%).
Digital is growing rapidly and the pandemic has propelled the adoption. Advertising spend on digital media has increased from a share of 20% in 2019 to 28% in 2020. It is further expected to reach 34% by the end of 2022.
Spends on digital media is led by social media with the largest share of 29% (Rs. 4,596 crore) closely followed by online video (28%, Rs. 4,366 crore) and paid search (24%, Rs. 3,725 crore). Online video has seen the fastest growth from a share of 22% in 2019 to 28% in 2020.
The rapid increase in mobile usage and internet penetration has led to 75% (Rs. 11,836 crore) of digital media spends on mobile devices. Majority of the online expenditure on mobile devices goes to online video 29% (Rs. 3,458 crore) and social media accounts for 29% (Rs. 3,429 crore).
People belonging to Tier II and Tier III cities have contributed the most to the growth of the digital advertising market. The pandemic fostered the demand for e-commerce purchases in these cities. Consumers have preferred to purchase from online retailers offering delivery at flexible timings while being cautious about safety and health during the pandemic.
The shift in habits and behaviour is evolving as the elder consumers are preferring to use cashless digital payment methods instead of cash transactions. The pandemic fuelled the adoption rate of digital in India coupled with the high consumption of digital video and the growth of regional content.
Speakikng about the report,
Anand Bhadkamkar, CEO India, dentsu said, “2020 presented a monumental challenge to us – as individuals, business and society. It made us witness time and space in ways that many generations had only read about in textbooks or had heard of from aging bystanders of yester-history. Yet, I must reiterate that despite all the aching that this hailstorm of a year introduced into our lives, 2020 was also maleficently unique.
It forced us into depths of insights that we could never have comprehended otherwise. It also reminded us of what the human spirit could eventually endure and the magnificent resilience that it is capable of. Dentsu is over-invested in digital. Of our 3000 people, more than 1800 are in our digital companies.
Additionally, more than 50% of our revenue comes from digital at a time when the market average in India is still 10-12 per cent. We, at dentsu, expect 2021 to witness a colossal rise in digital advertising. We also recognise the need for a business intelligence report that can give directions toward which this industry is moving with ever-changing client demands and market scenarios. We look forward to your thoughts and opinions to help sharpen our approach towards this fast-growing industry as we strive to expand, together.”
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