The directors of Media Factory have just announced that they have purchased the majority stake held by Sam and Lara Balsara of Madison World in Madison Media SriLanka Pvt. Ltd and the company will now become a fully owned subsidiary of Media Factory Pvt Ltd. The Balsaras have exited the Sri Lanka business. Sam Balsara has also resigned as a Director of Madison Media Sri Lanka Private Ltd. and the company’s name has been changed to Midas Media Pvt Ltd.
Both parties have agreed that Midas Media and its affiliates, associates and owners, Media Factory will immediately stop using the Madison name in any manner whatsoever nor claim ownership to the name Madison. Further, Sam and Lara Balsara and Madison in India or Sri Lanka will no longer be liable for any actions or financial liabilities or damages past, present or future of the company nor will they benefit from any financial assets or accruals to the company of the past, present or future for which they have not been compensated. Sam and Lara Balsara will also not claim any right or ownership to the name Midas Media Pvt Ltd.
Said Sam Balsara, Chairman, Madison World: “We entered the Sri Lanka market, 12 years ago with the launch of Airtel in the country. Over the years we have built some great relationships both personally and professionally and I hope to continue those. I wish the current Directors of Media Factory and Midas Media all the very best”.
Added Kapila Vidanagamage, Director Media Factory: “Our relationship was based on mutual trust and respect. We understood the expectations at a very early stage and were able to deliver to the complete satisfaction of our local clients, but more importantly our partners in India. I would like to thank Sam and Lara for their trust and eventual friendship and would like to wish them both the best in all their future endeavours.”
It is the most respected of the forecasts of advertising expenditure in the country. We are referring to the Pitch Madison Advertising Outlook report that was unveiled virtually on Wednesday by Sam Balsara, Chairman, Madison World. According to the report, AdEx degrew 20% in 2020 and is expected to grow 26% in Calendar Year 2021.
Sam Balsara
Said Balsara, Chairman, Madison World: “A number of macro-economic factors, study of AdEx historical behaviour and stupendous growth in Q4 leads us to make a high projection of 26%. Our full report gives you more details of the basis of our projection and some Advice to Advertisers.”
Key findings of the report:
A. Overall:
1) In 2020 total Adex has degrown by 20% and Traditional Adex by as much as 29%.
2) In absolute terms ADEX has degrown from Rs. 67,603 crore to Rs. 54,151 crore, a drop of a whopping Rs. 13,452 crore, the highest drop in one year ever, in Indian ADEX’s history. Adex is now at 2017 levels, but is expected to reach 2019 level by end of 2021.
3) Although Traditional Media declined by 29% in 2020, its share in total Adex is as high as 69%, whereas the global average is 41%.
4) Covid’s negative impact on Indian ADEX has been more severe compared to Global Adex and many other countries of the world including US where the drop was only 4%.
5) Q4 2020 has registered a whopping 61% increase over Q3 2020 and a 16% increase over Q4 2019. And this gives us a lot of confidence and hope that both Market and ADEX is going to bounce back sharply in 2021.
6) Many Advertisers deserted TV, Print and Radio in Q2 2020, but by Q4 almost all Advertisers have returned to the Advertising fold.
7) FMCG continues to be the main category spender and its share moved up to 38% compared to 33% in full year 2019.
8) E-commerce and Education are the only two categories that increased spends, by 30% and 9% respectively.
9) 10 new advertisers entered the Top 50 list of advertisers, key ones being Phone Pe, Pepsico, facebook and Disney Hotstar.
B. Television
1) Television media degrew by a mere 11% to reach Rs.22,508 crore, its 2018 level, but has further consolidated its position as the No. 1 medium with 42% market share.
2) FMCG, continues to be the largest contributor for TV ADEX and further increased its share from 49% to 51%, though in value terms, the category de-grew by 9% almost in line with the TV degrowth of 11%.
3) The only 2 categories to show a growth in absolute terms are E-commerce, which registered a 95% growth over 2019 and Education, a 193% growth over 2019. Within e-commerce, in addition to online shopping, mobile wallets and media / entertainment / social media / OTT were the leading categories.
4) The impact on regional channels has been the least, implying that national brands prioritised campaigns in their strong markets and regional brands came back to ADEX faster than national brands.
5) TV Adex is expected to grow by 17% in 2021 to reach Rs. 26,350 crore, 4% higher than 2019.
C. Print
1) Covid damage to Print has been massive and Print ADEX lost as much as Rs. 8,120 crore or 41% and has gone back to a level it had reached in 2012.
2) With a drop in share from 30% to 22%, Print lost its No. 2 rank in ADEX.
3) However, a spike in ADEX during the festive season (Q4 20) has resulted in highest Volume and Ad revenue.
4) Print Adex grew by 59% in Q4 2020 vs Q3 2020, however, this is still 15% less than Q4 2019.
5) All categories in Print seem to have got affected including E-commerce (-57%), Education (-14%), Auto (-29%) and FMCG (-30%). Education increased its share of Print ADEX by 5 percentage points, from 10% to 15% and Auto and FMCG by 3 percentage points each, from 13% to 16% and from 14% to 17% respectively. These 3 categories accounted for 47% of Print ADEX.
6) Newspaper circulation in metros got affected a little more deeply and recovery seems to have taken longer. Because of which contribution of Hindi, in terms of volume has increased from 35% to 38% with English trailing at 24%. Kannada and Malayalam newspapers showed highest resilience and least degrowth in terms of volume, whilst Tamil, Telugu and Marathi publications de-grew the most.
7) Print Adex is expected to grow by 35% in 2021 to reach Rs. 16,100 crore, but it will still be at the level it reached in 2015.
D. Digital
1) Digital is the only medium that grew in 2020 by 10% to reach Rs. 16,974 Digital is now the No. 2 medium, having displaced Print with a share of 31%, up from 23% in 2019.
2) Digital has grown in 3 quarters and de-grew only in Q2 2019 by 35% when there was a strict lockdown. This drop of 35% must be seen in comparison to the drop of 79% in Print and 61% in Television in the same quarter.
3) Share of Search has come down significantly by as much as 5 percentage points and now stands at just 18%. This is not because Search has degrown, but other verticals have grown much faster. Video, not only is the largest contributor but has further increased its share from 30% to 32% during the year. Both Social and Display have marginally improved their Share and all three have grown shares at the expense of Search.
4) Programmatic has taken firm root in Indian Digital Adex and now almost 40% of all Digital spends are through Programmatic.
5) Digital is set to grow by 25% in 2021 to reach Rs. 21,200 crore.
E. Other Media
1) Radio ADEX is the third worst affected medium which de-grew by almost 44% and came down in value from Rs. 2,260 crore to just Rs. 1,270 crore. This sharp drop has taken Radio back to its 2014 level. With this drop, Radio has also lost 1% market share and now has a share of 2%. We expect Radio Adex to grow by 38% and reach Rs. 1,750 crore.
2) OOH ADEX also de-grew by as much as 63% to a low of Rs. 1,292 crore and its market share dropped by as many as 3% points from 5% in 2019 to 2% in 2020. OOH Adex in 2020 has gone back to its 2007 level. We expect OOH Adex to grow by 90%, to reach Rs. 2,450 crore.
3) Cinema is by far the worst affected medium because of Covid and in our estimate, suffered an 83% drop, capsizing its low base of around just a little over Rs. 1,000 crore to under Rs 200 crore. We expect Cinema to grow by 161% to reach Rs. 475 crore.
Moms Outdoor Media Solutions, the outdoor unit of Madison World, has appointed Prashant Mishra as Vice President – North & East.
Said Jayesh Yagnik, CEO, Moms Outdoor Media Solutions: “We’re happy to welcome back Prashant to the team as VP – North & East region. Prashant comes with close to 19 years of experience armed with the knowledge of new business development, client servicing, strategic buying skills and many other aspects to help grow the business and strengthen our work in the North & East region. I look forward to working with him.”
Added Mishra: “I’m excited to be back at MOMS Outdoor Media Solutions and Madison World, this time in a new role with added responsibilities. I’m looking forward to working with the team and grow the business. We have exciting times planned ahead.”
Madison World founder and CMD Sam Balsara has lamented lack of support from the government to the industry and said that it has completely ignored the sector.
He was speaking with Kailashnath Adhikari, MD, Governance Now in the Visionary Talk series on the topic ‘Impact of COVID – 19 on media and entertainment industry and the role of governance in the media sector’.
Said Balsara: “The government needs to provide a stimulus package to the advertising industry and push consumer demand. Perhaps they think if they gave a concession to advertising, then it would be considered a concession to the sector itself. It is not a concession; it is a stimulus package to revive demand and that is how it should be seen by the government and positioned and not as a sop to the media industry.”
Balsara said that the advertising industry has faced an overall steep drop of almost 75% in the first quarter of the FY 2020-2021 adding that in April it was about 95%, improved slightly in May, and recovered well in June, especially in the TV and digital media. “Print, radio outdoor and cinema are totally in the dumps and will only see some semblance by Diwali provided the govt allows suburban railways in metros and majority offices open. The industry was expecting TV to recover 80%-90% of last year’s levels in Q2 of the FY,” he said.
Responding to a question that if the government has responded well to the stakeholder’s recommendation of allowing amortisation of advertising expenditure to companies to help the economy back on track and create demand, Balsara lamented a lack of support from the government and wondered why it has completely ignored the sector, saying: “Perhaps they think if they gave a concession to advertising, then it would be considered as a concession to the sector itself. It is not a concession; it is a stimulus package to revive demand and that is how it should be seen by the government and positioned and not as a sop to the media industry.”
He said that Work From Home is a huge setback to the economy as it could work well for individuals and companies but not create consumer demand. “When advertising is widely recognised as the engine for large no. of consumer companies and drives demand in its absence the economy goes into a downward cycle. To spin out of this de-growth and perk up, a massive dose of advertising is required in July August, September.”
Balsara also came down heavily on Indian news channels and said that he is disappointed at what they repetitively put out and have to break out of the current rhythm of content. He was referring to the daily headlines of highest number of Covid-19 cases and deaths being reported by news channels which he said look as identical every day as they did four months ago.
“There are many opportunities for news channels to innovate, be more humane, and capitalize news intake intelligently. But repetitive news content is bringing the viewership down. When in the first week of lockdown viewership of news channels had shot up 300% today it has come down to February levels,” said Balsara
Madison Media has informed that it ranks fifth in Recma’s Top 16 independent ad agencies list in the globe. Madison Media has the highest country market share of 11.1% amongst largest independent agencies of the world, notes a communique.
Said Sam Balsara, Chairman, Madison World: “It’s the faith and trust of our clients that have helped us grow over the last 33 years. I’m also proud and thankful to all Madisonites, past and present who have been a part of this journey and help continue to grow our agency. Over the years, we’ve scaled up and continue to do so keeping the Madison values at the core of our work. This discovery is indeed good news for us, coming in the midst of Lockdown!”
Added Vikram Sakhuja, Partner & Group CEO, Madison Media & OOH: “We always knew we were India’s largest Independent. For RECMA to crown us largest Market Share Independent in the World, and 5th largest in size is awesome. I have always believed that Media is a local game, built on local market expertise and relationships. Madison has always had a stable and highly respected leadership team. The rigour and excellence we have drilled into our people have made us probably the industry’s best talent pool. But the ones we have most to thank are our Clients who have stayed with us for years and from whom we have learnt so much.”
Madison World’s outdoor unit, Platinum Outdoor executed a pilot OOH campaign during 1 to launch Kotak Bank’s zero-contact, video KYC savings account .
Speaking about the campaign, Elizabeth Venkataraman, Joint President – Consumer, Commercial & Wealth Marketing, Kotak Mahindra Bank said: “We are now living in a very different world and as a pioneer in digital banking, our focus has been on enabling our customers to transact safely & securely in a zero-contact manner. We are delighted to have introduced India’s first zero-contact, Video KYC savings account through which Kotak customers can now open a full-fledged savings account from the comfort of their home without the need for a visit to the branch or in-person interaction. While the campaign is being driven by digital media, with the lockdown gradually being lifted, we decided to selectively include OOH media in our campaign targeting key, high-impact locations in Mumbai.”
Added Dipankar Sanyal, CEO, Platinum Outdoor: “We always believed that OOH campaigns would pick up once the Unlocking phase starts. Kotak Bank has always been known for doing great outdoor campaigns. We managed to carve an impactful once again. The campaign was executed during our WFH status. It’s been a great learning experience.”
Asian Paints has released the second digital film under ‘Har Ghar Chup Chaap Se Kehta Hai’ capturing people’s love for their homes which has been rekindled during the lockdown.
Conceptualised by Ogilvy India, the film showcases individuals and families taking care of their homes in the current quarantine period. Upkeep of the house, an otherwise trying exercise, has now become a source of joy to family members. Children, grown men, even pets, everyone in the house is chipping in with their share of household chores. This relevant truth is beautifully captured to show how one’s relationship with one’s home, a relationship at the core of brand Asian Paints, is rekindled.
Voiced by Piyush Pandey and directed by Neha Kaul of Corcoise Films, this video will surely bring a smile on everyone’s face and remind them what their home has been to them; a place of security.
Speaking about this new ad, Amit Syngle, MD and CEO, Asian Paints: “Our second video is a very different take on the emotions associated with Homes, wherein the Home personification and its relationship with the people who live there comes to light in a very beautiful, interconnected way. The whole camaraderie between the home and the members, bring the joy in reliving those real moments which strongly define the emotional connect. Relationships rekindle the fun routines and some lively activities, combined with daily chores, bringing the social message of Stay Home Stay Safe alive.”
Added Sukesh Nayak, Chief Creative Officer, Ogilvy India: “Staying at home we found a new corner in our home which has become our favourite spot and we found places to clean that we never did before. We found new love for our homes and we decided to capture this love in our film.”
Sharing his thoughts on the film, Sam Balsara, Chairman and MD, Madison World said: “Asian Paints has done an amazing job of staying alive in the consumers’ mind, not by eulogizing their paint but empathizing with their consumers by highlighting to them the joys of doing household chores, staying at home; thereby making the most of the unfortunate circumstances that consumers find themselves in today. My compliments to Team Asian Paints and Ogilvy for the idea and producing not just one but two digital films from home. This move will earn Asian Paints tremendous goodwill of its customers which will benefit the Company for time to come. Asian Paints is not only the leader in Paints, but has behaved like one.”
The annual Pitch Madison Advertising Report 2020 was released on Thursday in Mumbai with the message that didn’t need much spelling out: traditional media grew only 6% in 2019 and actually degrew in the third and further quarter. The forecast for growth in 2020 is down to 5.1%. But digital media is galloping ahead. It grew 32 in 2019, and the forecast for 2020 is 28.4%.
Said Sam Balsara, Chairman, Madison World: “Whilst 2019 has been a tumultuous year for AdEx, I believe Adex will grow dramatically over the next five years given that we are one of the larger growing economies of the world and already growing at twice the rate of global AdEx (11% vs 5.4%). Despite this India’s contribution to global AdEx is under 2%, which is bound to go up. Advertisers need to experiment more with media and do things differently to harness the power of media for Brands.”
Key findings of the report:
A. Overall:
1) In absolute terms, AdEx has grown from Rs. 60,908 crore to Rs. 67,603 crores, an addition of 6,695 crores or 11%. This makes it the 2ndhighest addition to AdEx in a single year in the entire last decade.
2) The growth rate of 11% in 2019 is lower than the PMAR mid-year projection of 13.4% and last year’s growth of 15%.
3) 56% of this growth has been contributed by Digital, which has expectedly grown by as much as 32%. Traditional media has grown by mere 6%
4) TV still continues to be the largest contributor to AdEx with 37.4% share, followed by Print at 29.7%, Digital at 22.9%. Outdoor at 5.2%, Radio at 3.3% and Cinema at 1.5%. All mediums except Digital and Cinema have lost share.
5) A quarter-wise analysis shows that unlike in most years, when Quarter 4 shows a blip because of the festive season, this year Quarter 2 showed a blip on the back of IPL, World Cup and General Elections and in fact Quarter 3 and Quarter 4 show a de-growth of 3% and 7% respectively.
B. TV:
1) After a rocking 2018 when TV AdEx grew by 19%, TV grew by only 8% in 2019.
2) TV lost 1% share point and its share in the total AdEx stands at 37%, demonstrating that it is vulnerable.
3) FMCG continues to rule the roost in TV AdEx, contributing 49% although its contribution came down by 1% share point in 2019. Telecom and Auto follow with 12% and 7% contribution respectively. Ecommerce category also gained dramatically during the year by as much as 20% and has reached Rs. 1,320 crore.
4) The main categories that have fueled the overall growth of Rs. 1,860 crore in 2019 is FMCG (Rs. 740 crore), Telecom (275 crore) and Ecommerce (Rs. 220 crore). Predictably contribution of the Auto sector to the overall growth is negative in 2019 at -4%.
5) There is a marginal decline in total FCT that has been telecast in 2019, perhaps because of disappearance of the FTA channels, unlike in most previous years when FCT has gone up year on year.
6) In terms of revenue, Sports genre has grown the highest by as much as 47% and Hindi GEC by about 7%, which leads us to conclude that despite a soft market, these two genres have been able to command a rate increase.
C. Print
1) Print grew by 3% in 2019, lower than PMAR’s mid-year projected rate of 5%. Whilst this is the 3rdconsecutive year Print has grown less than 5%, it continues to be the 2nd highest contributor after TV with a share of 30%.
2) Print share in AdEx has gone down from 42% in 2011 to 30% today.
3) FMCG, Auto, Education, Real Estate and Retail continue to be the main cash cows and contributed almost 50% to Adex in 2019. Ecommerce is fast emerging as an important category for Print and grew 14%, over 2018. Political Parties are estimated to have contributed Rs. 200 crore on account of Lok Sabha Elections.
4) Nearly 65% of Print’s growth of Rs. 588 crore is accounted for by 4 categories – Education, Ecommerce, Real Estate and Retail.
5) In terms of volume there is a 3% decline in 2019. Hindi publications continue to maintain the lead over English Publications, contributing 35% followed by English at a distant 25%.
D. Digital
1) Digital Adex made impressive gains during the year and achieved a growth rate of 32.1% in 2019, the highest growth achieved by any medium in the year taking Digital AdEx to Rs. 15,467 crore.
2) Digital has grown at a compound annual growth rate of more than 30% over last 5 years and now contributes 23% of AdEx, an increase of 4% share points over last year.
3) Search, Social, Video & Display have all equally contributed to the growth of Digital AdEx, with each contributing between 20% to 30% to the total.
4) Consumption of video is going up year on year and in 2019 video spends grew by as much as 59% beating the Digital AdEx growth of 32%. Almost all of Digital AdEx (94%) is on mobile.
5) 52% of Digital AdEx came from “classical advertising” ie display banners (22%) and online video (30%).
6) If we were to combine TV+ Online Video, TV growth of 8% would increase to 16%.
E. Forecast
1. The PMAR Forecast for 2020 for AdEx is muted. In arriving at the projected growth figure for the whole year at 10.4%, the report is guided by the expectation that the economy should bounce back in the 2ndhalf of 2020 as indicated in the government’s Economic Survey published on January 31, 2020. PMAR therefore sees a subdued H1 for AdEx and a buoyant H2, specially Q4.
2. We also expect a wide variation of growth rates across mediums with Digital medium leading the growth at 28.4% and ending the year with 27% share of AdEx at Rs. 19,854 to be precise.
3. TV will continue to be the largest medium with a 36% share of AdEx, but will have a subdued growth rate of 6.8%.
4. Print will lose 3 percentage points in terms of share of AdEx and end up with a 27% share registering a 2% growth.
5. Radio and Outdoor are expected to grow at 5% and 6% respectively and maintain their share at 3% and 5%.
6. Cinema, amongst traditional media should grow at a high growth rate of 20.1% taking its spend to Rs. 1255 crore.
Madison World has announced a senior level appointment of Arti Singh as Vice President of its retail unit – Madison Retail Paradigm, based in Mumbai
Said Vikram Sakhuja, Partner & Group CEO Madison Media & OOH: “Media has now become a force at the point of retail more than ever before, be it in the online or physical world. We are therefore extremely excited to have Arti join the Madison Team to lead MRP in unleashing innovation at the coal face.”
Added Singh, on her appointment: “I am happy and delighted to be a part of the Madison World. Coming from retail design, strategy and shoppers marketing background I look forward to grow the brand MRP with my years of experience and expertise in the field.” Before joining Madison, Singh was heading Dentsu’s retail division.
The Pitch Madison Advertising Outlook Report 2019 has revised its forecast for AdEx 2019 downwards, mainly due to a drop in TV Adex in Quarter1 2019. According to the Original Report, released in February 2019 Adex was forecast to grow by 16.4%, but the it has now beeing revised downwards to 13.4%. By medium, the revised forecast stands as follows:
Original
Revised
Medium
Original Growth Forecast 2019 (%)
Original Share of Media (%)
Revised Growth Forecast 2019 (%)
Revised Share of Media (%)
Television
18.0
39.0
11.2
38.0
Print
5.0
29.0
5.0
30.0
Digital
33.4
22.0
33.4
23.0
Radio
12.0
3.0
12.0
3.5
Outdoor
11.4
5.0
5.0
5.0
Cinema
30.0
1.5
30.0
1.5
TOTAL
16.4
100.0
13.4
100.0
Whilst there is no change in the growth forecast for Digital, Radio and Cinema, there is a downward revision for Television and Outdoor, which has led to an overall downward forecast of AdEx for 2019. The major reason for the drop in Television AdEx is the drop faced in the first quarter (January – March 2019), because of the NTO order, which caused chaos in the Television market and led BARC to issue an advisory, not to use Ratings because of major changes in availability of channels.
Another major reason that resulted in the drop in Television AdEx was the ill-fated decision of major networks to remove their Free-to-Air (FTA) channels from DD FreeDish. This led to a loss of 275 GRPs per week in the Hindi GEC + Movies market. New FTA channels that emerged could not make up the viewership enjoyed by the established FTA channels like Zee Anmol, Star Utsav, Star Bharat, Sony Pal, Colors Rishtey, etc. A few new FTA channels did emerge like Dangal, Enter 10, etc. but these could not make up the GRP loss. As a result for the first time in many years the first quarter of 2019 saw a de-growth of -5%% in Television Adex. In Quarter2 TV Adex recovered on the back of Parliamentary Elections, IPL and World Cup. We expect Quarter3 also to be reasonably strong on the back of the festive season, but we expect a softening in Quarter4.
The Pitch Madison Advertising Outlook Revised Forecast by Media is as follows:
Rs. in Crores
Medium
Original Forecast 2019
Revised Forecast 2019
Television
27649
26050
Print
20429
20429
Digital
15612
15612
Radio
2401
2401
Outdoor
3750
3533
Cinema
1047
1047
TOTAL
70888
69073
Said Sam Balsara, Chairman, Madison World, “It appears that the Consumer is looking for reasons to not spend or delay his spending. At a time like this Advertisers should not lose faith in Advertising, and use it aggressively but effectively to protect their Share.”
Media agency network Madison is bullish about 2019 and expects a growth of 16.4% taking the total AdEx to Rs 70,888 crores. “The reasons for our high forecast are upcoming Parliamentary elections, increase in government spending to showcase its achievements, the upcoming ICC Cricket World Cup 2019, growth of OTT, increased spending in rural and India moving to a consumption society,†notes a communique, adding: “In 2019, we believe highest growth will come from Digital at 33%, followed by Cinema at 30% (although on a very small base), followed by TV (18%), Radio (12%), Outdoor (11%) and Print (5%).â€
Adspends have grown from Rs 53,138 crore to Rs 60,908 crore, an addition of  7,769 crores, the highest addition in one year in the last decade. The growth rate of 14.6% achieved in 2018 is almost double the growth rate achieved in 2017, notes the Pitch Madison Advertising Report 2019 release on Wednesday.
Television still continues to be the largest contributor to Adex with 38% share, followed by Print at 32%, Digital at 19%. Outdoor, Radio and Cinema share has remained steady at 6%, 4% and 1% over the last 3 years.
Figures at a glance:
Indian Advertising Market
2016
2017
2018
2019 Forecast
Medium
In Rs Crore
% Share
In Rs Crore
% Share
In Rs Crore
% Share
Growth % 2018/17
In Rs Crore
% Share
Growth % 2019/18
TV
18831
38%
19650
37%
23432
38%
19.20%
27649
39%
18.0%
Print
18151
37%
18640
35%
19457
32%
4.40%
20429
29%
5.0%
Radio
1749
4%
1875
4%
2144
4%
14.30%
2401
3%
12.0%
Cinema
523
1%
586
1%
805
1%
37.40%
1047
1%
30.1%
Outdoor
2910
6%
3085
6%
3365
6%
9.10%
3750
5%
11.4%
Digital
7315
15%
9303
18%
11705
19%
25.80%
15612
22%
33.4%
Total
49480
100%
53138
100%
60908
100%
14.60%
70889
100%
16.4%
Other findings of the report, as per the communique:
TV:
TV grew by an unbelievable 19% to reach close to the   Rs. 23,500 crore mark, reinforcing regular Advertisers’ unshakable faith in this medium, no doubt aided by the robust measurement mechanism set up by our Industry.
This is the highest growth TV has witnessed in last 3 years. In terms of absolute numbers, TV advertising has grown by Rs. 3,782 crore in 2018.
And its share in the Adex pie stands at 38%. Whilst its share has declined over the decade from 43% in 2009, it is significant that since 2015 it has increased its lead over Print and now the gap in share is as much as 6 percentage points.
The main categories that have fueled the overall growth of Rs. 3,782 crores in 2018 are the evergreen FMCG (Rs. 1,660 crores) and Auto (Rs. 360 crores). E-commerce category too grew dramatically by 29% to reach Rs. 1,100 crores from Rs. 850 crores in 2017.
FMCG continues to rule the roost contributing as much as 50% to the total Television Adex, followed by Telecom at 12% and Auto at 8%.
Increase in FCT has also been a big contributing factor to the overall increase of 19% in the TV Advertising Market. The overall FCT demand in 2018 has increased by 12% led by growth in frequency channels and new channel launches.
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Print
India probably is the only major market where Print Adex is actually growing year on year.
Print grew by 4.4% during the year, marginally lower than our projection of 5%.
However, Print continues to be 2ndhighest contributor after Television with a share of 32%. And this share of Adex is also the highest in the world.
The resilience of Print is brought out in the fact that it has 200,000 Advertisers and the number is growing, compared to TV which has only 12,000 Advertisers.
Nearly 75%, of Print’s growth of Rs 820 crores is accounted by just 5 categories – FMCG, Education, Auto, Retail & E-commerce.
In terms of Volume, Hindi publications continue to be ahead of English publications contributing 35% of the total volume, while share of English publications dropped by 2% and now contributes 25%.
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Digital
The digital advertising market had an impressive growth of 26% in 2018. It has been growing at a compounded annual growth of 30%+ for last 10 years and 24% for last 5 years.
The continued growth of digital is fueled by mobile, online video and social media, which are increasingly attracting more advertising investment.
One of the key reasons for this growth has been the proliferation of OTT platforms. The OTT playing field has seen a 3.5x increase in number of players from just 9 players in 2016 to 30 players now.
Digital Adex at Rs. 11,705 crores is now 19% of Adex in 2018. It was only 9% in 2013.
Google and Facebook continue to dominate digital spends cornering 80% of the total digital pie.
Says Mr. Sam Balsara, Chairman, Madison World, “After two dull years, 2018 has seen significant growth in Television and Digital and we expect the momentum to continue in 2019. With this growth, India has regained its pole position of being the fastest growing advertising market in the world and is expected to retain this position even in 2019.
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There is no doubt that for Advertisers, Media has become a complex subject and they need competent and experienced, creative media planners, working in enabling environments, provided by good media agencies to build their Brands.â€
If you would like a full copy of the Report, please email rj@madisonindia.comÂ
The Parzor Foundation and Madison BMB along with Bombay Parsi Panchayat, TISS, Mumbai and Federation of Zoroastrian Anjumans of India have launched three new “Jiyo Parsi†initiatives.
Notes a communique: “The Jiyo Parsi Phase III campaign was also launched that uses an important insight: most young Parsis tend to be awkward initiating a conversation on the subject of matrimony and therefore tend to become tongue tied at the first meeting. The campaign revolves around tackling this impediment, in a sweet and funny manner by suggesting Ice Breakers or conversation starters, using terms from food and culture that are synonymous with Parsi lives.:
Said Sam Balsara, Chairman, Madison World: “This is arguably the most satisfying project and campaign that I have been associated with in my life. It has been my pleasure to lend my professional expertise, acquired over decades to my community.â€
Added Raj Nair, CEO and CCO of Madison BMB: “The Jiyo Parsi campaigns have always focussed on reviving the Parsi community by encouraging marriage, children; family values and togetherness. Finding life partners and having children is by no means simple, so the attempt is to help with whatever’s required, whether witty, cheeky conversation starters and/or art. With a desktop calendar we hope our communication serves as a daily reminder.â€
Said Dr.Shernaz Cama, President of the Parzor Foundation and the driving force behind the Jiyo Parsi movement: “The Parsi community is ever grateful to the Government of India for recognising the declining population and coming forward with financial help. With the launch of Jiyo Parsi Care, Jiyo Parsi now offers a complete service for young people offering counselling, advocacy, persuasion and financial help and support in both having a baby and looking after the baby and their family elders. â€
Madison Media has informed that it ranks fifth in Recma’s Top 16 independent ad agencies list in the globe. Madison Media has the highest country market share of 11.1% amongst largest independent agencies of the world, notes a communique.
Madison World’s outdoor unit, Platinum Outdoor executed a pilot OOH campaign during 1 to launch Kotak Bank’s zero-contact, video KYC savings account .
The Parzor Foundation and Madison BMB along with Bombay Parsi Panchayat, TISS, Mumbai and Federation of Zoroastrian Anjumans of India have launched three new “Jiyo Parsi†initiatives.