At the unveiling of PMAR 2026, Sam Balsara, Chairman of Madison World, spoke on the structural shifts reshaping the Indian advertising industry
Industry Trend
India's Advertising Trends
The articles explore the evolving landscape of India's advertising industry, highlighting the shift from traditional to digital advertising, the impact of global trends, and insights from industry leaders on current market dynamics.
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Shift to Digital
India’s digital AdEx growth converging globally, but in a balanced way: Sam Bals...
Key Insights
5 Insights
Shift to Digital
India's advertising landscape is increasingly favoring digital platforms over traditional media.
Global Convergence
India's digital AdEx growth is aligning with global trends, indicating a balanced approach.
Strong Advertising Momentum
Despite disruptions, India's advertising momentum remains robust, driven by digital initiatives.
Allocation Phase
The market has transitioned from expansion to allocation, focusing on strategic ad placements.
Challenges for Traditional TV
Traditional TV is not seen as a growth driver on its own, reflecting changing viewer preferences.
Frequently Asked Questions
5 Q&A
The trend is shifting towards digital advertising, with a notable decline in traditional media reliance.
Sam Balsara and Priti Murthy are prominent voices providing insights into the industry's dynamics.
India's digital AdEx growth is converging with global trends, indicating a balanced market approach.
Traditional TV is struggling to attract growth on its own, as digital platforms gain dominance.
The market has moved from an expansion phase to an allocation phase, focusing on strategic ad placements.
Latest Articles in This Topic
5 Articles
India’s digital AdEx growth converging globally, but in a balanced way: Sam Balsara
‘Is traditional TV a magnet for growth— the honest answer is: no, not by itself’
Ajit Varghese, Partner & Group CEO, Madison on why growth lies beyond traditional TV, inside large screen systems and digital-first ecosystems
Digital Eclipsing Traditional AdEx
AdEx grows 12% to ₹155k cr in 2025 with digital at 60% share; PMAR 2026 reveals what shaped marketer choices last year and what lies ahead
India's advertising momentum remains strong despite category disruptions: Priti Murthy
Murthy noted that television will remain relevant as long as it positions itself as a complementary force within the wider media ecosystem
India's advertising momentum remains strong despite category disruptions: Priti Murthy
Murthy noted that television will remain relevant as long as it positions itself as a complementary force within the wider media ecosystem
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The articles explore the evolving landscape of India's advertising industry, highlighting the shift from traditional to digital advertising, the impact of global trends, and insights from industry leaders on current market dynamics.
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