While the digital share in Indian AdEx is 38%, for the globe it’s 68%. With regards to the media advertising share, Balsara said, “The medium-wise share for global and India’s AdEx shows up very substantial variations. “From a historical perspective, last year witnessed the second-highest growth in the last decade as the seven-year review shows.” However, traditional media continues to play a prominent role in the advertising sector in all major economies, he noted.ĭiscussing the quarter-wise analysis of the AdEx numbers, he said AdEx would have registered a phenomenal growth of 29% in 2022 if not for the stagnant growth in Q1. On the digital contribution, he further highlighted that 58% of total AdEx growth has been contributed by the digital sector which has grown by 35%. It was also the second consecutive year that the Indian AdEx has registered more than 20% growth.”

There will be a gain of Rs 15,000 crore, and this is undoubtedly the second-highest gain in the last two decades. In absolute terms, AdEx has grown from Rs 74,000 crore to Rs 89,800 crore. Sam Balsara, Chairman, Madison World, took the occasion of the unveiling of the report and said, “Despite all the setbacks, India’s GDP grew at 6.8 % and India’s AdEx grew by 21%. For perspective, WARC’s forecast for Global AdEx in 2023 is a growth of only 3%.”

Due to this, the estimates for growth in 2023 are a bit subdued at 16%, compared to the 21% growth achieved in 2022. In today’s world, countries are interconnected with one another because of Trade and Commerce and therefore India is bound to get affected by the global gloom.

“India is certainly the bright spot in a gloomy and uncertain world.

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