Digital vs Traditional – Media Spend Patterns in India

Digital vs Traditional Media Spend Trends from 2009 to 2014

Indian media spend was usually  largely split into two – Print & TV hogging the lion’s share of the market with the bottom feeders like OOH, Radio & Cinema competing for the left overs. Howveer the new star in the horizon is , as you guessed it, the digital medium.

Consistently posting 30%+ growth over the last 6 years, Digital has grown from a small base into the 3rd largest media category in the country. Given its positioning as RoI medium, exploding reach and the ever increasing advertiser focus on performance marketing, it is likely to catch up with TV & Print in the next six years

Here is a quick summary of the story so far……

Digital & Traditional Media Spends - 2009 to 2013

Digital & Traditional Media Spends – 2009 to 2013

 

-Growth rates have dropped across all non-internet categories – with Radio and Print taking the biggest hits.
-Internet growth rates have remained high, above 30% – although dropping in 2013

Media Spend Share - Digital & Traditional - 2009 to 2013

Media Spend Share – Digital & Traditional – 2009 to 2013

 

Two interesting plays happening here

One at the top – between Print & TV

-Print and TV continue to be at the top and one can expect this to be the case for the next 3 years.

One at the bottom – the internet category rising fast.

-In a span of two years – 2010 to 2012 – online has gone past Radio and then OOH. It is growing the fastest among all categories and ranks # 3 overall.
-The rise of internet media seems to co-incide with the fall of print marketshare (can see that clearly below)

Print Vs Digital - Media Spend  Trends from 2009 to 2013

Print Vs Digital – Media Spend Trends from 2009 to 2013

 

 

Print Vs Digital Vs OOH - Media Spend  Trends from 2009 to 2013

Print Vs Digital Vs OOH – Media Spend Trends from 2009 to 2013

The other category that has lost to Internet steadily is OOH – Internet closed the gap and surpassed OOH in a short span.

Expected in 2014 (all amounts in crores):

Digital vs Traditional - Media Spend Trends for 2014

Digital vs Traditional Spend Trends for 2014

 

-30% growth in digital – powered by Automobile, FMCG and Banking
-Television powered by digitization spread, new channels and 12 minutes per hour restriction (rate hike due to lower inventory)
-Print powered by the growth of regional dailies, at the expense of english dailies

by Harikrishnan Srinivasan

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