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.
MUMBAI: In India’s fast-moving payments race, Visa has just swiped in a new leader. The company has named Suresh Sethi as its India country head, marking a key leadership shift as it sharpens its focus on digital payments growth in the market. Sethi steps into the role following his recent exit from Protean eGov Technologies, where he served as chief executive officer. He succeeds Sandeep Ghosh, who has moved on after more than four years at Visa to pursue an external opportunity.
The appointment comes at a time when Visa is doubling down on its expansion strategy across India and the wider region, deepening partnerships and accelerating adoption in an increasingly competitive digital payments ecosystem.
Sethi brings with him a broad, cross-market perspective shaped by decades of experience across corporate banking, retail financial services, mobile money and large-scale government technology initiatives. He began his career at Citigroup, where he spent 14 years working across India, Africa, South America and the United States, focusing on transaction banking services within the corporate bank.
His appointment signals a blend of institutional experience and market familiarity qualities that could prove critical as Visa navigates a landscape where fintech innovation, regulatory evolution and consumer adoption are all accelerating at once.
As digital payments in India continue to scale rapidly, the leadership change underscores a simple reality, in a market where every tap, scan and swipe counts, who leads the charge can matter just as much as the technology itself.
