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A recent survey concuded by PricewaterHouse Coopers on 'global
entertainment and media business, concluded that the ratio
of advertising expenditure to GDP in India is about 0.4 per
cent.
The
ratio, says the study, is quite low compared to developed
economies like the US (1.3 per cent), UK (1.1 per cent) and
Germany (0.9 per cent) or developing economies like Brazil
(1.6 per cent), Thailand ( 0.9 per cent) and Indonesia (0.7
per cent).
A
country’s total advertising expenditure and its gross domestic
product (GDP) have a strong positive correlation in the context
of a global economy. The study however, optimistically notes
that the advertising expenditure to GDP ratio is expected
to go up to 0.5 per cent over the next five years as the Indian
economy develops. It, however, says
the Indian entertainment industry has immense potential for
growth.
“The ingredients for success are present, but the growth drivers
need to be enabled by the government and the industry through
implementation of various regulatory and policy measures.”
it adds.
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