Tuesday, May 24, 2022
Home Business Ad spends surpassed 2019 levels in 2021: Report

Ad spends surpassed 2019 levels in 2021: Report


Fintech, ed-tech and e-retail brands were some of the fresh and significant spenders of 2021

Madison Media, an Indian marketing network, estimates that advertising expenditure in 2021 grew by 37% over 2020 and now stands at `74,231 crore. Despite the severe impact of the second wave of the Covid-19 pandemic, ad spending took off in the second half of the year, helping the industry surpass 2019 levels by 10%. Brands had spent `67,603 crore on advertising in 2019. 

In the second half of the Indian Premier League (IPL) 2021, ICC Men’sT20 World Cup, coupled with the festive season attracted robust ad spends in H2 CY21. Fintech, ed-tech and e-retail brands were some of the fresh and significant spenders of 2021.  

Earlier, in February 2021, Madison had estimated that ad spending will barely cross 2019 levels in 2021. It expected a 26% year-on-year growth over the muted 2020 spending at `68,325 crore. In 2020, the industry declined by 20% year-on-year and earned `54,151 crore, going back to 2017 levels.

Digital advertising was the only medium that had registered growth in 2020, bringing in `16,974 crore in ad spending. The Pitch-Madison Advertising Report (PMAR) 2021 had estimated that in 2021 digital advertising spending will grow by about 25% to reach `21,200 crore. Television ad spending amounted to `22,508 crore in 2020 and was estimated to grow by 17% to reach `26,350 crore in 2021. Print advertising was expected to attract `16,100 crore in 2021.

According to the preliminary PMAR 2022 report, advertising expenditure has not registered a 37% increase in the last two decades. The closest to it, a growth rate of 22.9%, was seen in 2007.

Read Also: Google introduces Topics to replace its FLoC proposal

Follow us on TwitterInstagramLinkedIn, Facebook

Financial Express is now on Telegram. Click here to join our channel and stay updated with the latest Biz news and updates.





Source link

RELATED ARTICLES

7 Reasons Your Websites Need A Mot Check

Websites are constantly evolving and changing, which can make it difficult for them to stand out from the competition. However, if you want your...

Does Scrum Master Certification Eligibility Criteria 2022 fit IT, managers?

Having a very clear idea about the basic eligibility of the scrum master certification is very much advisable for people so that everybody can...

Netflix goes to ‘Tollywood’ and beyond for long-sought India growth By Reuters

2/2© Reuters. A billboard for the Netflix film "Thar" is seen on a street in Mumbai, India, May 19, 2022. REUTERS/Francis Mascarenhas2/2By Shilpa...
- Advertisment -

Most Popular

7 Reasons Your Websites Need A Mot Check

Websites are constantly evolving and changing, which can make it difficult for them to stand out from the competition. However, if you want your...

Does Scrum Master Certification Eligibility Criteria 2022 fit IT, managers?

Having a very clear idea about the basic eligibility of the scrum master certification is very much advisable for people so that everybody can...

Netflix goes to ‘Tollywood’ and beyond for long-sought India growth By Reuters

2/2© Reuters. A billboard for the Netflix film "Thar" is seen on a street in Mumbai, India, May 19, 2022. REUTERS/Francis Mascarenhas2/2By Shilpa...

Hovsco Offers the Best Electric Trike Bike—Buy One Of Them

There are several electric trike bikes available for purchase, but what makes Hovsco offer the best electric trike bike? This review looks at the...