Indian Advertising Industry: Trends & Projections for 2025

It's the season for reports in the Media, Entertainment, and Advertising Industry in India, so here we go!

Key Highlights from the Indian Advertising Industry Report

As seen in the data from the Dentsu Exchange4Media Digital Advertising Report 2025, the advertising landscape in India is undergoing a notable transformation. Here's a breakdown of the key trends:

The Decline of Traditional Media

The share of traditional media in advertising is steadily decreasing:

• Total Traditional Media spending dropped from Rs. 54,485 crores in FY'23 to Rs. 51,832 crores in FY'24 (-5%) and is projected to decline further to Rs. 48,449 crores in FY'25 (-7%).

Despite this decline, smaller traditional media segments show modest growth:

• Out-of-Home (OOH) advertising grew by 12% in FY'24 and is projected to grow by 4% in FY'25.
• Cinema advertising increased by 7% in FY'24 and is expected to grow by 6% in FY'25.
• Radio saw a 12% decline in FY'24 but is projected to grow slightly by 3% in FY'25.

However, major segments like TV and Print continue to face challenges with declines of 8% projected for FY'25.

The Rise of Digital Media

Digital media continues to dominate, growing consistently in double digits, though at a slightly slower rate compared to previous years:

• Digital Advertising rose from Rs. 40,602 crores in FY'23 to Rs. 49,251 crores in FY'24 (21% growth) and is projected to reach Rs. 59,215 crores in FY'25 (20% growth).

Digital now accounts for 55% of the total advertising spend, overtaking traditional media.

Breakdown of Digital Advertising (FY'24):

• Social Media: Rs. 14,480 crores (14% share)
• Online Video: Rs. 13,756 crores (14% share)
• Paid Search: Rs. 11,402 crores (11% share)
• Display Banners: Rs. 7,964 crores (8% share)
• Others (Including Classifieds): Rs. 1,649 crores (2% share)

How Traditional Media is Adapting

Every media platform is now focused on integrating digital offerings:

• Out-of-Home (OOH): Increasing use of digital billboards and display boards in apartment buildings and offices.
• Radio: Combining traditional radio ads with social media promotions and online radio. Many Radio RJs have become full-fledged social media influencers.
• Print: Experimenting with various innovative formats and digital integrations.
• Television: Repurposing content for social media platforms and YouTube, effectively monetizing beyond traditional channels.

The Road Ahead: Innovation is Key

Like any industry, advertising faces its challenges, but every media house is pushing boundaries to survive and grow. The path forward is clear:

• Innovate constantly
• Embrace digital transformation
• Let go of outdated practices

As clichéd as it may sound, the only way forward for this industry is to adapt and evolve.

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Source: Dentsu Exchange4Media Digital Advertising Report, 2025