📊 Market Size & Growth
- Total Spend: Expected to reach ₹1.64 lakh crore (~₹1.641 trillion), up from ₹1.53 lakh crore in 2024 — adding ~₹10,730 crore in incremental spend Reuters+14Mint+14BMI+14Business Standard+5BMI+5The Economic Times+5.
- Growth Rate: At 7%, this marks a slowdown from 2024’s 8.8%, but still keeps India among the top four fastest-growing markets globally .
💻 Digital’s Dominance
- Share of Spend: Digital now accounts for 60% of all ad spend (₹99,137 crore out of ₹1.64 lakh crore) ETBrandEquity.com+4Business Standard+4BMI+4.
- Year-on-Year Growth: Digital is projected to grow 11.5% in 2025 Exchange4media+12BMI+12The Economic Times+12.
- Incremental Contribution: Of the ₹10,730 crore increase, digital claims ₹10,225 crore — nearly 95% of the total growth BMI+3Mint+3BMI+3.
📺 Traditional Media Insight
- Linear TV: Forecasted to decline by ~1%, though streaming/CTV ad spend will rise and constitute 12.6% of TV ad revenues ETBrandEquity.com+6Mint+6BMI+6.
- Print Media: Modest growth of 4%, reaching ~₹15,947 crore Reuters+15Business Standard+15The Economic Times+15.
- OOH (Outdoor): Projected to grow 8%, with cinema advertising growing ~10% printweek.in+6BMI+6Reddit+6.
🛍️ Emerging Digital Formats Driving Growth
The TYNY 2025 report outlines several key forces reshaping the landscape:
- AI-powered marketing & automation: Campaigns increasingly managed, optimized, and personalized via AI agents Exchange4media+8Mint+8SocialSamosa+8.
- Retail Media: Ads on e-commerce platforms (Flipkart, Amazon, Reliance Retail) are booming — projected to form 13.2% of digital spending, growing at ~40% CAGR Mint+1Exchange4media+1.
- Connected TV (CTV): With over 65 million households, CTV is growing fast — currently ~12–13% of TV spend, expected to further rise Mint+1The Economic Times+1.
- Quick Commerce: Hyper-local, real-time delivery platforms are reshaping commerce-driven ad strategies The Economic Times+3Mint+3ETBrandEquity.com+3.
- Immersive Technologies: Mixed reality and experiential formats enhancing brand engagement Exchange4media+3printweek.in+3ETBrandEquity.com+3.
🎯 Sectoral Drivers
Approximately 60% of ad revenue comes from five key verticals — SMEs, real estate, education, BFSI, and tech/telco — each expected to grow at ~10% year-over-year Business Standard+4Mint+4The Economic Times+4.
⏳ Growth Outlook Within 2025
- H1 2025: Estimated ad spend growth at ~5%, impacted by macroeconomic/demand conditions.
- H2 2025: Forecasted to rebound to ~9–10%, thanks to improved consumer sentiment from tax cuts and lower interest rates BMI+1Reuters+1.
✅ Key Strategic Implications
- Accelerate digital-first strategies, prioritizing formats like CTV, retail media, quick commerce, and interactive tech.
- Invest in AI and data-centric tools — from programmatic optimization to hyper-personalized campaigns and clean‑room analytics.
- Balance media mixes — traditional TV still adds brand value; emerging formats complement it.
- Target high-growth verticals — sectors like SMEs and BFSI are expanding marketing budgets faster.
- Prepare for H2 boost — align campaign launches and budgets for the stronger second-half uplift.
