AD Agencies
Lower e-commerce spending slows down TV ad growth: Madison
MUMBAI: H1 2016 has not been a good time for the advertising industry – TV specially – according to leading Indian ad agency Madison Media.
Against the projected 20 per cent TV ad growth for the full year, only 11 per cent growth has been achieved in H1 2016. This compares poorly with the gee-whiz 35 per cent growth rate achieved in H1 2015 over H1 2014 on the back of a substantial increase in e-commerce spends and the ICC World Cup.
The drop in the TV ad growth rate is also the main reason why the total ad market growth in H1 2016 has only been 12.9 per cent, says Madison Media. This has led to a downgrade of the earlier projected growth rate for 2016 from 16.8 per cent to 13.2 per cent. The drop in value of advertising growth has been accompanied by a reduction in the volumes of adverts on most TV programming genres, with the exception of Hindi movie and Kannada channels.
The Madison-Pitch report says that the TV industry attracted around Rs 10,198 crore in ad spending in H1 2016 as compared to Rs 9186 crore in H12015. FMCG advertisers splurged 16 per cent more in H1 2016 at Rs 5,346 crore (Rs 4,622 crore in H1 2015) but contributed 72 per cent to the growth rate of the industry. E-commerce as a category shaved spending by 37 per cent as it fell from Rs 629 crore in H1 2015 to Rs 394 crore in H1 2016.
“The drop in growth rates in TV is led by a lower contribution of e-commerce which is a category known to pick and choose high priced inventory / impact programmes and substituted by FMCG users who resort to everyday advertising and seek high value for money,” explained Madison Media & OOH CEO Mr Vikram Sakhuja.
Clothing fashion and jewelry ad spending also slipped into the negative zone with a 22 per cent plunge from Rs 308 crore in H1 2015 to Rs 241 crore in H1 2016.
The telco internet and DTH segment, however, maintained its growth of last year with spends of Rs Rs 1198 crore (Rs 1068 crore in H1 2015),
In a release sent out last week, Madison Media said it expects this trend to continue and if it does, the overall ad industry should be on course to hit a spend of Rs 50,000 crore by end 2016. However, the agency says it is culling down its TV growth rate number from 20 per cent to 11 per cent.
Which Madison World chairman Sam Balsara says is not good news at all. “The drop in growth rate of TV advertising does not augur well for the economy as generally a spurt in ad spends leads to higher GDP growth.”
AD Agencies
Tempest Advertising bags three Big Bang Awards, lights up Mumbai debut
Agency wins silver for Dave & Buster’s launch, plus two for Syngenta
MUMBAI: Tempest Advertising has marked the start of its Mumbai innings with a podium finish, picking up three honours at the Big Bang Awards 2025 organised by the Ad Club.
The agency won a silver Big Bang Award for creative excellence in the consumer services category for the launch campaign of Dave & Buster’s in Mumbai. It also secured a silver and a bronze for two Syngenta campaigns, underlining its ability to move seamlessly from lifestyle brands to the heart of Indian agriculture.
For the Dave & Buster’s launch, the team leaned into the brand’s American roots while tuning the message to Mumbai’s high-energy pulse. Built around the line “Eat, Drink, Play & Watch,” the campaign used neon-lit visuals and dynamic storytelling across key outdoor sites in Andheri West, quickly catching the attention of both locals and the advertising fraternity.
In the agriculture category, Tempest’s work for Syngenta NK’s 25-year milestone campaign, “25 साल से सफल, NK फसल,” earned a silver. The brand film celebrated the company’s long-standing relationship with Indian farmers and was well received across its India teams.
The agency also took home a bronze for “Har Kisaan Ka Samadhan,” a product film for Syngenta’s tomato hybrid range. The campaign positioned the brand as a dependable, science-led solutions partner for farmers across the country.
Together, the wins highlight Tempest’s broad creative range, spanning entertainment, consumer services and agricultural brands. Over the years, the agency has collected accolades across platforms such as Pepper, IAA, IMA, AAAI, e4m, Big Bang and Maddys.
With established offices in Hyderabad, Pune and Bengaluru, Tempest continues to expand its footprint while managing a diverse mix of clients across sectors.
Tempest Advertising managing director Turab Lakdawala, said the wins reflect both creative momentum and the agency’s ambitions in the country’s most competitive market. He added that the focus ahead would remain on crafting tailored communication that delivers relevance, impact and long-term value for clients.
As Tempest steps into Mumbai with fresh momentum and a shelf of new silverware, the agency signals that its growth story is not just about geography, but about sharper insights and bigger ideas. If the Big Bang Awards are any indication, this is only the opening act.
