MAM
TV ads worth Rs 850 cr lost in Nov-Dec, ’17 ad-ex forecast at 13.5pc: Pitch Madison Report
MUMBAI: The much awaited Pitch Madison Advertising Report 2017 was released at a function held in Mumbai by Crompton Greaves Consumer Electricals MD Shantanu Khosla. Releasing the report, Khosla highlighted to advertisers the importance of truthful advertising. He said, “Truthful advertising is not only the right thing to do, but also great for the business.”
Key findings:
• Growth in the Indian advertising market slowed down to 12.5 per cent in 2016, thanks to the tsunami that hit in the form of demonetisation. Demonetisation knocked off Rs. 1,650 crore from ADEX in November and December 2016. Growth in 2015 over 2014 was as high as 17.6 per cent.
• The ADEX growth in the first half of the year was slow at 13 per cent, but accelerated to 16 per cent by October 2016, before ‘de-growing’ in November and December 2016 by eight per cent.
• Growth came mainly on the back of Digital, which grew by 40 per cent plus, and now stands at Rs. 7,315 crore, 15 per cent of the market.
• Growth in traditional media (all media other than digital), slowed down to 8.5 per cent.
• he dominant category continues to be FMCG contributing 32per cent, followed by Auto at 10 per cent and Telecom 8 per cent. E-Commerce that had taken ADEX (only TV + Print + Radio) by storm in 2015, contributed only 4 per cent in 2016.
• TV grew by 9 per cent and print only by 7 per cent in 2016.
• Radio stood out with a growth rate of 13.2per cent although on a small base.
• Nearly 50 per cent of Print’s growth of Rs. 1,216 crore is accounted by only four categories FMCG, Auto, Education and BFSI. Nearly 44 per cent of TV growth of Rs. 1,570 crore is accounted by FMCG.
• Advertising continues to be a Big Boys’ game with the largest spender HUL spending approximately Rs. 2,500 crore and top 10 spenders accounting for 16 per cent of the total market and contributing 45 per cent of the top 50 list.
• Unilever, Amazon and Procter & Gamble continue to be the top three advertisers.
• Many new entrants entered the Elite top 50 list like Patanjali, OPPO Mobiles, Nissan Motors, Reliance JIO, Vivo Phone, SBI and Videocon.
Says Madison World chairman Sam Balsara, “Our expectation is that the market will grow 13.5 per cent in 2017, but growth rates will vary widely from month to month.We expect the market to grow by just 8 per cent for the period January to April 2017, 14 per cent from May to October 2017 and 24 per cent in November and December 2017, given that market had ‘de-grown’ by 8 per cent in November and December 2016. Our optimism for good growth in ADEX starting May comes on the back of several govt initiatives- from high government investment in infrastructure, lower corporate and personal taxes for small and medium companies and the masses, good government support for the poor and consequently the wide scale expectation of yet another year of high GDP growth.”
In the current environment, Madison advises:
1. Take Advantage of weaker January-April months and intensify campaigns to get good Impact during this period.
2. Use Digital, but less for top of Funnel Awareness and more for Mid/Bottom Funnel Consideration, Leads and Advocacy.
3. Don’t become a slave to Media Ratings / Readership Data. Ride it and use it as a Guide, Not as a Crutch.
• The original forecast for February 2016 was 16.8 per cent which was brought down to 13.2 per cent in August 2016. The projection now for 2017 is 13.5 per cent.
When you plan to buy medical insurance for your family, the first question is often about savings. You may assume that buying online automatically means paying less, but that is only part of the picture. The real issue is not just whether the premium looks lower, but whether the policy gives you suitable family health insurance without adding avoidable costs later.
Buying online can sometimes appear more budget-friendly because you can compare plans, review features, and complete the process without depending entirely on offline assistance.
Still, a lower visible price does not always mean better value. To understand whether you can truly save more, you need to look at the full buying experience and the policy terms together.
Why Online Purchase Can Look More Economical
When you explore family health insurance online, you usually get access to plan details in a more direct and organised way. This can make the buying journey feel simpler and more transparent.
A few reasons online purchases may seem cost-effective include:
● Easier comparison of policy features
● Direct access to premium details
● The ability to review inclusions and exclusions at your own pace
● Fewer chances of making a rushed decision
● More control over the plan selection process
This does not mean every online option is automatically cheaper. It simply means the online route may help you assess choices more carefully, and that itself can influence how much value you get from the policy you choose.
Saving Money is Not Only About a Lower Premium
A lower premium often catches your attention first, but that should not be the only measure of savings. If you buy medical insurance based only on what looks affordable at the start, you may overlook conditions that matter later.
A family health insurance policy should be judged on overall value, including:
● The scope of cover
● Waiting period terms
● Exclusions
● Room eligibility conditions
● Sub-limits, if any
● Claim-related terms
● Renewal conditions
If the premium is lower but the policy has stricter internal conditions, the apparent saving may not feel meaningful when you actually need hospitalisation support.
So, the better question is not only whether online purchase costs less, but whether it helps you select a plan that remains financially sensible over time.
Comparing Plans Online Can Prevent Overspending
One clear advantage of the online route is that it allows you to compare different options without pressure. This can help you avoid paying for features you may not need or missing features that matter for your family.
Before you buy medical insurance online, look closely at:
● Who can be covered under the plan
● How the sum insured works for the family
● Whether day care procedures are included
● How pre-existing illness rules are explained
● Whether add-ons are optional or built in
● How clearly the policy wording is presented
This level of comparison can support better decision-making. In many cases, savings come not only from the premium itself but from choosing a policy with fewer surprises.
Online Discounts Should be Viewed Carefully
Online discounts can make a plan look attractive, but they should always be read alongside the policy details. A discount may reduce the upfront cost, yet the true worth of the policy depends on what it covers and how it responds during a claim.
When reviewing discounted online plans, check whether the policy has:
● Treatment-specific limits
● Room rent restrictions
● Co-payment clauses
● Disease-wise waiting periods
● Claim deductions linked to the hospital category
● Limited cover for selected benefits
These points are important because a policy that looks cheaper at purchase may involve more out-of-pocket spending later. That is why discount-led buying should be replaced with detail-led buying.
Final Thoughts
Yes, buying online can sometimes help you save more when choosing family health insurance, but only if you look beyond the headline price. The online route may give you better visibility, easier comparison, and more time to review the policy terms.
That can support smarter choices and may reduce the chances of paying for a plan that does not suit your family well.
If you want to buy medical insurance online, treat savings as more than a discount. The real advantage lies in choosing family health insurance that balances affordability, clarity, and meaningful coverage for your household.
