MAM
Indian TV AD EX to grow at 12 .3 per cent in 2016: Carat report 2016
MUMBAI: Based on data received from 59 markets across the Americas, Asia Pacific and EMEA, Carat’s latest global forecast highlights that advertising spends will reach US$538 billion in 2016, accounting for a +4.5 per cent year-on-year increase. The report also forecasts India growing begun on a positive note with a forecast growth rate of +12.0 per cent in 2016. Carat’s first forecast for worldwide advertising expenditure in 2017 also predicts India’s ad spends will leapfrog to a growth of 13.9 per cent by 2017.
Unlike growth in the other BRIC markets – Brazil, Russia and China – advertising expenditure in India would continue to accelerate in this year, supported by the India T20 Cricket World Cup and the state elections. TV advertising revenues are forecast to grow by +12.3 per cent in 2016, supported by strong spending from e-commerce companies and FMCG brands.
While TV is expected to remain dominant for many years to come, advertisers are increasingly utilising online video as an invaluable complement. In spite of the much talked about digital marketing drive in the country, the overall share of total digital advertising spends in India is still relatively low at 8.9 per cent (2016).
Whereas the global ad spends on news paper are declining in markets like North America and Latin, India shows a positive newspaper advertising spend at +10.5 per cent in 2016, primarily due to investment from e-commerce, automotive and a small contribution from government spending. Retail advertisers also continue to spend on print.
Carat’s first forecasts for 2017 predict continuing strong growth for the advertising market in India with an estimated increase of +13.9 per cent and expected favourable economic conditions in which advertisers vie for the consumers’ attention.
The report makes it clear that while TV will continue to dominate the lion share of advertising spends, digital is the real growth driver. Powered by the upsurge of mobile (+37.9 per cent), online video (+34.7 per cent) and social media (+29.8 per cent) in 2016, the strength of digital is expected to continue to grow at double digit prediction levels of +15.0 per cent this year, and a further +13.6 per cent in 2017.
Overall, Carat predicts the upsurge of digital to account for 27.0 per cent of advertising spends in 2016 and extend significantly to 29.3 per cent in 2017, reaching US$161 billion globally.
Whilst digital is constantly closing the gap, TV continues to command the majority of market share with a steady 42 per cent. In 2015 ad spends is predicted to grow by +3.1 per cent this year as the Olympic Games and US elections are predicted to generate significant TV viewership across various markets. In addition, Carat’s forecasts reconfirm the steady decline in Print* in 2016 and into 2017 with Newspapers declining by -5.4 per cent and Magazines by -1.7 per cent in 2016 whilst highlighting positive year-on-year growth in 2016 for all other media, including Outdoor (+3.4 per cent),
Radio (+2.2 per cent) and Cinema (+2.8 per cent), with the latter expected to grow further at +5.0 per cent in 2017.
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Primus Partners appoints Akasa Air co-founder Neelu Khatri as independent director
Veteran aviation and defence professional joins as independent director
NEW DELHI: Primus Partners has appointed Neelu Khatri, a founding member of Akasa Air, as an independent director, strengthening the consulting firm’s board as it prepares for its next phase of growth.
Khatri brings more than three decades of experience across defence, aviation, aerospace technology and consulting. She was part of the core team that helped build Akasa Air from concept to launch, contributing to what has been widely described as one of the fastest airline scale ups in recent aviation history.
At Primus Partners, she will provide strategic guidance on corporate governance and help steer the firm’s long term growth plans. Her experience of building a start up into a full scale organisation is expected to support the consulting firm as it expands its footprint.
Primus Partners co-founder and chairperson Davinder Sandhu, said the appointment brings valuable expertise to the board. “Neelu’s journey across defence, aviation and consulting brings a rare blend of operational insight and strategic thinking. Her experience in rapidly scaling Akasa Air will be invaluable as we continue to grow while maintaining a strong focus on corporate governance,” he said.
Primus Partners, an India headquartered management consulting and solutions firm, has emphasised governance and board oversight since its early days. The company has also taken an unconventional approach by inviting its Gen Z employees to attend board meetings so that younger perspectives can contribute to discussions.
Speaking on her appointment, Khatri said the consulting sector is entering a transformative period shaped by emerging technologies. “The industry is evolving rapidly with the rise of AI. This is an exciting moment for an Indian origin consulting firm like Primus Partners to expand its product offerings and strengthen its presence globally,” she said.
She added that as the firm pursues ambitious expansion plans, her focus will be on ensuring strong governance frameworks and effective risk management as the organisation scales.
