Summary Of The Findings

1. IPL - a grand marketing success

IPL was a grand success, not just as an event, where BCCI showed exemplary guts and execution, but also of the Disney Star AdSales team. That’s because you have to pre sell an event like IPL. And, at a 5% additional airtime in live, at a premium over last year is a fantastic performance which kick started the advertising rebound. I estimate IPL to have got a 12% Revenue increase over last year.

2. The rebound was driven by ecom, BFSI and Healthcare

IPL as well as News and General entertainment both were driven by these categories. It looks like the new economy will have to use offline media for the top of the funnel So, BFSI and the New economy brands will continue to be the drivers for next couple of years.


How AdSales can lead the digital transformation

  • Sales executives are reservoirs of market intelligence.
    Are you using this in your AdSales Strategy?

  • How is the festive 2019 Adspends unfolding?
    Are you ready for the unfolding scenario?

  • How are Print Festive 2019 Adspends unfolding?
    How did Onam Adspends 2019 fare?

  • Festive Adspends are changing rapidly.
    Is your AdSales strategy adapting fast ?

  • Are you still following the ‘Waterfall’ AdSales Strategy?
    Want to know about Agile AdSales strategy?

Festive advertising degrows by 5%

  • Festive period from raksha bandhan till Dec is around 40% of
    Annual adspends, valued at around Rs 28000 Crores.

  • Diwali Ad Volumes saw a 6% decline in TV Ad Volumes and
    a whopping 12% on Print. FM ad Volumes too de-grew
    by a big 20%.

  • Digital was the only silver lining and is estimated to have grown
    by a modest 12-15%, as against a forecast of over 25%.

  • Assuming same rate yield as last year, and based on the Share
    of spends as per Pitch Madison Advertising Report, this
    translates into a 5% decline in Festive Advertising.

  • So for the first time in history adspends have declined.