Get set for a week of slight profound questions. And equally profound responses. Here’s Dr Bhaskar Das in the February 20 edition of Das ka Dum. Read on…
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Q. Are the forecasts by GroupM and Madison in line with your own estimates of what the media economy will be this year? (PS: estimates or guesstimates?)
A. It is very difficult to do an armchair guesstimate about the media economy. Both the estimates have followed research methodologies that are robust enough to predict a direction that would provide impetus to media companies and advertisers to plan their media planning and buying activities accordingly. One needn’t focus on the divergence of their percentage growth/degrowth projections, but on the optimism evinced in India growth story through these reports when other nations are reeling under stagflation or declining growth trends. I am in convergence with the directions of these research reports, unless some force majeure queers the pitch of the Great India Story.