The Hindu Business Line : TV loses share in ad industry pie

THE Indian advertising industry grew 9 per cent in 2004 to Rs 9,493 crore, fuelled by a 12-per cent growth in the print medium, which cornered ads worth Rs 4,100 crore for a 43-per cent share in the total pie.

Television grew by only 6 per cent, lower than the industry average, contributing to an erosion of its share from 49 per cent in 2002 to 46 per cent in 2004, according to the finding of a survey done by Pitch magazine and Madison Media.

Radio, cinema and the Internet grew at rates of 20 per cent, 18 per cent and 40 per cent, respectively. Outdoor grew at 10 per cent to garner revenues worth Rs 800 crore for an 8-per cent share in the industry.

According to the survey, the outlook for the future is bullish, and the industry is set to grow 13 per cent in 2005, taking the overall advertising pie to Rs 10,692 crore by this year-end.

Further, the survey says, "An overwhelming majority of marketers agreed that advertising continues to be as important to their businesses as it was two years ago."

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