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Digital medium fast gaining popularity
Jan 20, 2016

Digital media is increasingly becoming an integral part of the lives of Indians. Social networking, online shopping, gaming, entertainment and scores of useful applications on the digital media are slowly gaining centre stage. The government has also launched its Digital India programme to bring the digital revolution to the masses and empower them. These include a host of schemes such as Digital locker, e-education, e-health, e-sign and national scholarship portal. Therefore, the digital medium is slowly becoming the preferred medium for advertising as per a report by media agency GroupM.

The report states that the advertisement spends on the digital medium will continue to grow the fastest in 2016. Recording superlative growth of over 47%, the share of digital advertisement in overall ad spends is expected to increase from 9.9% in 2015 to 12.7% in 2016. This shift will be at the expense of the print media whose share in ad spends will shrink from 32.4% to 29.7% over the same period. However, television is expected to hold its dominance and increase its share to 47.1% in 2016. The overall ad spends in India are expected to grow by 15.5% in 2016 with all traditional media platforms, barring magazines, witnessing growth.

Data Source: Livemint, GroupM; * Estimates

This Chart Of The Day was published in The 5 Minute WrapUp - Where Is the Sensex Headed Next?

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