It’s the weekend for celebrating. It’s Independence Day on Monday, August 15 and there are major festivals on this week. So this piece of news may be a bit of a dampener. But, worry not. It’s a reality check, and things could’ve been worse. Let’s cut to the communiqué we received from the office of Sam Balsara, Chairman, Madison World:
Upon review of advertising expenditure in H1 2016 Madison Media finds that growth in all media is more or less as per its original projections released earlier in the year, but there is a slowdown in TV advertising growth rate.Against the projected growth of 20% in the TV advertising for full year, only 11% growth is achieved in H1. This compares poorly with the 35% growth rate achieved in H1 2015 over H1 2014 on the back of substantial increase in  E-Commerce spends and ICC World Cup. Drop in growth rate of TV advertising is also the main reason why the total ad market growth in H1 2016 is only 12.9%. This leads to a drop in 2016 annual growth forecast from 16.8% to 13.2%.
Most genres report lower FCT telecast in H1 2016 except Hindi Movies & Kannada Channels.
Here’s what Sam Balsara, Chairman, Madison World, “The drop in growth rate of TV advertising does not augur well for the economy as generally a spurt in adspends leads to higher GDP growth.â€