AD Agencies
India ad market to grow 9.7 per cent in 2026, says WPP Media
Digital to command 68.1 per cent share as commerce emerges fastest grower
MUMBAI: WPP Media expects India’s advertising market to grow 9.7 per cent in 2026, taking total revenues to Rs 2,01,891 crore, according to its latest This Year Next Year forecast report released on Tuesday.
The projection implies incremental ad spending of Rs 17,844 crore over 2025, reinforcing India’s position as one of the fastest-growing advertising markets among the global top ten. Advertising now accounts for about 0.5 per cent of India’s GDP, a share that continues to expand with rising per capita incomes and the steady formalisation of digital advertising.
Digital media, including digital extensions of traditional channels, is forecast to account for 68.1 per cent of total ad revenues in 2026. Content-led digital channels will contribute nearly 70 per cent of digital spend, while commerce-led advertising is gaining share at speed.
Commerce advertising, spanning retail media, quick commerce and social commerce, is expected to be the fastest-growing segment, expanding 24.2 per cent next year. Other digital formats, excluding search and commerce, are projected to grow 11.1 per cent. Location-based media such as out-of-home and cinema are forecast to rise 8.9 per cent, while intelligence-led formats, including AI-powered search, voice and agentic discovery, are set to grow 8.0 per cent.
Among traditional media, print is expected to grow 4.4 per cent, aided by higher DAVP rates and sectoral demand. Television is forecast to expand 3.1 per cent, supported by connected TV and addressable advertising, while audio is seen growing 1.5 per cent on the back of streaming platforms.
WPP Media South Asia CEO Prasanth Kumar, said the convergence of artificial intelligence, commerce and privacy was reshaping how brands connect with consumers, shifting focus from impressions to measurable outcomes. Ashwin Padmanabhan, coo, South Asia, said quick commerce was evolving from a sales channel into a meaningful media platform at the intersection of discovery and transaction.
WPP Media head of business intelligence India Parveen Sheik, said India’s 2026 growth story would be defined by convergence, with brands that adopt AI, data intelligence and privacy-first strategies positioned to capture a disproportionate share of market expansion.
Sectorally, SMEs, technology and telecom, real estate, automobiles and education are expected to drive growth, with a sustained rural recovery offering additional upside. Gen Z and Gen Alpha continue to reshape brand strategies with their demand for speed, personalisation and purpose-led engagement.
AD Agencies
Publicis Groupe to acquire 160over90 from WME Group
Deal aims to build data-led platform linking brands, fans and culture at scale
MUMBAI: Publicis Groupe has agreed to acquire 160over90 from WME Group, in a move that signals a major push into the fast-growing world of sports and culture-led marketing.
The deal, subject to regulatory approvals, will see Publicis combine its existing Publicis Sports capabilities with 160over90’s global footprint to create what it calls a unified, end-to-end platform connecting brands with audiences through sport, entertainment and culture.
Founded as a division of WME Group, 160over90 has built a reputation for delivering high-impact campaigns across some of the world’s biggest sporting moments, including the Super Bowl, Olympic Games and FIFA World Cup. With over 670 employees across the US, UK, EMEA and Apac, the agency works with global brands to create experiences that resonate both on and off the field.
The acquisition reflects a broader shift in marketing, where sport has become a central pillar of premium media. With the global sports media market estimated at $150 billion and sponsorships crossing $90 billion, brands are increasingly looking for more integrated ways to engage audiences.
Publicis is betting that a data-led approach will be the differentiator. By integrating 160over90 with its own capabilities, including the Epsilon identity ecosystem and Influential network, the company aims to offer marketers a seamless way to plan, activate and measure campaigns across media, sponsorships, live events and creator partnerships.
Publicis Groupe CEO Arthur Sadoun said, “After building our industry-leading position in identity resolution, commerce, and creators, our next big bet is sport. In the age of AI, it has become one of the most high-value channels for clients.”
He added that combining 160over90’s expertise with Publicis’ data and technology stack would help “connect brands to fans in ways that are both meaningful and measurable”.
Echoing the sentiment, Publicis Connected Media CEO Dave Penski said, “Sport has become the most powerful intersection of culture, commerce and community,” highlighting the growing need to treat sports marketing as a measurable channel rather than just brand-building.
As part of the deal, Publicis will also enter into a strategic partnership with WME Group, enabling closer collaboration on talent, content and brand partnerships. WME Group president Mark Shapiro said the tie-up would open up new opportunities for talent and brands to scale their ambitions globally.
Post acquisition, the combined Publicis Sports entity will report to Suzy Deering, while Robbie Henchman will remain with WME Group to oversee the ongoing partnership.
The move builds on Publicis’ recent investments in the space, including acquisitions of Adopt and Bespoke in 2025 and a partnership with Magic Johnson Enterprises, underscoring its intent to dominate the intersection of sport, culture and commerce.
As brands chase both attention and accountability, Publicis’ latest play suggests the future of sports marketing may be less about moments alone and more about measurable impact at scale.
