MAM
BBC Worldwide wins outstanding export achievement award
LONDON: BBC Worldwide, the commercial consumer arm of the BBC, has been recognised for its Outstanding Export Achievement in the Trade Partners UK-backed International Business Awards.
The International Business Awards, a joint initiative between Trade Partners UK and Nexus Communications (publishers of Export Times) recognise the achievements of some of the best of British business, from successful new ventures to leading blue-chip organisations across the UK.
Being recognised with this major accolade – the equivalent of a lifetime achievement award for export – against strong competition from leading UK organisations reflects BBC Worldwide’s financial returns, strong growth, innovative strategies and market leadership over a three-year review period
Presenting the award to BBC Worldwide’s Director of International Television Mike Phillips the Minister of State for International Trade and Investment Baroness Symons said, “The last twelve months have been difficult for those engaged in international trade, but despite this many British exporters have persevered and gained valuable contracts for the UK. It is through the success of businesses and individuals that we are the world’s fifth largest exporter of goods and the world’s largest exporter of services. It is a great tribute to the strength, flexibility and resilience of those who have competed successfully in the global market.”
An official release informs that in the three-year review period – 1999-2002 – BBC Worldwide grew its turnover from ?514m to ?660m and its profit from ?9m to ?26m. In the last financial year (2001-2002) the company returned a record ?106m to the BBC. The company’s exceptional strength and growth was also recognised this year with a Queen’s Award for Enterprise 2002 in the international trade category.
Key factors in the company’s growth have been the launch of BBC channels, branded blocks, the re-versioning of programmes such as The Weakest Link and Top of the Pops for local markets, and joint venture partnerships, driving significant business growth in key territories such as the USA, Germany, Latin America and Canada.
Other major BBC properties that contributed to this success include the internationally acclaimed factual series, The Blue Planet and Walking with Beasts. Children’s properties such as Teletubbies and Tweenies continued to expand across media around the world. In addition to financial growth, all aspects of the company’s activities – from programme sales to corporate responsibility – were taken into account for the Award. The company had to prove best practice in the areas of: relationship with employees, suppliers, partners, customers and contractors; impact on society; relationship with local communities – at home and abroad; and impact on the environment
AD Agencies
This year next year ’26: Content-driven advertising is in steady decline, says WPP Media COO
One of several market trends outlined in WPP Media’s 2026 advertising outlook
MUMBAI: India’s advertising market is set to cross Rs 2 trillion in 2026, expanding 9.7 per cent year-on-year, as commerce-led and AI-powered formats accelerate a structural shift away from traditional content-driven advertising, according to WPP Media South Asia chief operating officer Ashwin Padmanabhan.
Speaking on the industry outlook, Padmanabhan opined India exited 2025 with advertising spends of around Rs 1.84 trillion, reflecting 9.2 per cent growth over the previous year. The market is forecast to expand a further 9.7 per cent in 2026, adding nearly Rs 17,800 crore in incremental advertising expenditure and taking total spends beyond Rs 2 trillion for the first time.
Advertising in India currently accounts for roughly 0.5 per cent of GDP, a level materially below mature markets such as the UK (about 1.5 per cent), the US (around 1.4 per cent) and China (approximately 1.1 per cent).
Padmanabhan argued this gap highlights the long runway for growth, particularly as India’s per capita GDP, now estimated at roughly $2,800, moves closer to the $4,000 threshold, historically associated with a sharp rise in advertising intensity.
Traditional media sees slower growth
By contrast, growth in traditional content-driven formats is expected to moderate. Television advertising, including linear TV and digital extensions such as connected TV, is forecast to grow 3.1 per cent in 2026. Print advertising, defined to include newspapers, magazines and their digital platforms, is expected to expand 4.4 per cent, reflecting relative stability after several years of decline. Audio advertising is projected to grow a modest 1.5 per cent.
As a result, content-driven advertising, which accounted for more than 90 per cent of total ad spends in 2010, is forecast to decline to about 70 per cent of the total market by 2026, down from roughly 72 per cent in 2025. This shift underscores the growing preference for formats tied more directly to commerce and data-driven outcomes.
Digitalisation reshapes ADex mix
Digital formats are expected to account for 68.1 per cent of total advertising spends in India in 2026, up steadily but still below the global average of nearly 83 per cent. This figure includes not only pure-play digital advertising but also the digital extensions of television, print, audio and out-of-home media.
Within digital, the fastest growth is expected in commerce-led advertising, forecast to rise nearly 24 per cent year-on-year. These formats, closely linked to transactions and conversions, are increasingly favoured by advertisers seeking higher accountability and measurable returns.
Closely following is intelligence-led advertising, encompassing traditional search as well as emerging AI-enabled search and discovery, projected to grow 8.8 per cent. Padmanabhan likened the intensifying competition among AI platforms to the early days of telecom, noting how consumer attention is now being contested by players such as Google, OpenAI, Anthropic and Perplexity.
Location-based advertising, including out-of-home, cinema, ambient media and their digital extensions, is forecast to grow 8.9 per cent, aided by improved measurement and increasing integration with mobile and commerce platforms.
Category drivers and sectoral trends
From a category perspective, Padmanabhan identified SMEs, technology, real estate, education and automotive as the primary growth engines. Together, these segments accounted for about 51 per cent of advertising volumes in 2025 and are forecast to grow at a robust 14 per cent in 2026.
Foundational sectors, including CPG, e-commerce, BFSI and retail, represented around 46 per cent of total ad spend in 2025 but are expected to grow at a slower 6 per cent pace next year. Durable services, which made up only 3 per cent of advertising volumes, are forecast to grow around 2 per cent.
Padmanabhan noted continued premiumisation within FMCG, aided by the rapid expansion of quick commerce, which has enabled faster go-to-market for higher-value products. Rural consumption trends remain closely tied to monsoon outcomes, while inflation in raw materials could influence pricing decisions across categories.
Auto, EVs and BFSI in focus
The automotive sector recorded a strong year, with vehicle registrations rising about 8 per cent, spanning personal vehicles, commercial vehicles and tractors, signalling resilience in both rural demand and overall economic activity. Electric vehicle (EV) adoption continues to rise, led by commercial vehicles and two-wheelers, which together account for the bulk of volumes. EVs represented about 4 per cent of personal vehicle sales and nearly 6 per cent of two-wheeler sales in 2025.
However, Padmanabhan cautioned that constraints related to rare-earth magnets, heavy earth materials and shortages of high-end semiconductors could affect the pace of EV and AI-enabled device adoption, potentially pushing up costs.
In BFSI, strong growth in personal loan portfolios, driven by spending on travel, consumer goods and mobile devices, has supported advertising demand. At the same time, declining savings and deposits could place pressure on banks’ lending capacity, posing a potential risk to medium-term growth.
Tier 2, Tier 3 markets and retail revival
E-commerce platforms saw their highest volumes during the 2025 festive season from Tier 2 and Tier 3 cities, signalling a shift beyond metro-centric growth. This trend is expected to persist, with deeper market penetration becoming critical for both e-commerce and quick commerce platforms.
Retail also staged a sharp revival in 2025 after more than three years of stagnation, supported by festive demand and new store launches. Padmanabhan said this momentum is likely to continue into 2026.
Overall, the Indian advertising market stands at an inflection point. Technology, commerce, and AI are reshaping how brands reach consumers, while ample headroom remains for growth as economic fundamentals strengthen.
