India, world leader in ad spends across mediums: GroupM's TYNY Report

GroupM's new report titled 'This Year Next Year' aims to be a full look at the media industry. The report is mainly for marketers, enabling them to keep track of media spends. According to the report, the goal is to optimize the mix of external and internal resources that drives business growth. Marketers can look at the data included to gain a sense of the health of their media partners now and over the next several years.

The report reveals that India is the world leader among other larger media markets in advertising across mediums. The growth rate in ad spends is estimated +12–13 per cent each year from 2020 to 2024, similar to 2019 levels. India along with Brazil is expected to overtake France’s position in terms of advertising numbers.

Prasanth Kumar, CEO, GroupM South Asia said, “In 2020, India faces challenges and uncertainties across sectors, just like other markets. However, this also brings opportunities for brands to innovate. This will be propelled by greater use of technology and better content across media.”

The report points out that other media owners may be healthy in terms of revenue growth but may not necessarily be investing in everything they can to make their ad inventory more effective. More broadly, the report encourages marketers to continue to view media as only a means to an end. Ensuring that processes are in place to optimize the balance between those elements of marketing will be more impactful than the choice to invest or stay away from any one type of media as it grows or declines in the years ahead.

View the full report below.