India – The advertising expenditure market is expected to grow around only 4.7 percent in 2009 to reach Rs 23,755 crore, as compared to 14.3 percent in 2008. This was revealed in GroupM’s study, ‘This Year, Next Year – India Media Forecasts’. As per the study, the share of advertising revenue for newspapers and magazines are expected to see a drop – 41 percent in the case of newspapers as against 44 percent in 2008; and 3 percent in case of magazines as against 4 percent in 2008. Print has taken a beating towards the latter half of 2008 with significant drops in inventory and will continue to do so. TV is expected to register a marginal rise to 38 percent as compared to 37 percent in 2008. Given that it is the medium of choice for the categories that are continuing to spend well, it faces a less risky future in the coming year, says the report. There willl be no change in the share of advertising revenue for the radio and outdoor media, which would remain at 4 percent and 6 percent, respectively. Like the print industry, the outdoor space, too, might see a drop in inventory due to city level municipal regularisation drives. Radio, on the other hand, is expected to do reasonably well as it has established a widespread network of markets and is a relatively inexpensive medium.
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