IAA's Retrospect and Prospects: "T20 World Cup, IPL and state elections great for growth of Indian advertising": Vikram Sakhuja, Madison Media

Anupriya Acharya, Sashi Sinha and Vikram Sakhuja presented the data for the ad spends in 2015.

At the IAA's Retrospect and Prospects event, speakers Anupriya Acharya, Group CEO, ZenithOptimedia, Sashi Sinha, CEO, IPG Mediabrands, and Vikram Sakhuja, Group CEO, Madison Media, presented their projections for the year 2016.

ZenithOptimedia's Acharya, who was the first speaker, said that India is the fastest-growing economy for advertising. She also mentioned that print is going to be the key driver for the growth. She believes that the mobile wallets category is going to do very well in 2016, and TV is going to see a 15 per cent growth, thanks to the upcoming ICC T20 World Cup which is happening in India, the Indian Premier League, and the state elections. The stats presented by Acharya also said that digital is going to grow by 25 per cent and spends will go up by Rs 4,583 crore compared to Rs 3,667 crore in the year 2015.

Sashi Sinha from IPG Mediabrands, in his presentation, showed that traditional media is going to grow by 18.3 per cent as compared to 16.3 per cent in 2015. He mentioned that India is currently contributing five per cent to the world's advertising spends and is projected to enter the world's Top 10 list of ad spends in the near future. He said that FMCG will be the leading sector contributing to the ad spends, followed by auto, telecom, and the e-commerce sectors.

Vikram Sakhuja from Madison Media, said that the year 2016 will boom for Indian advertising, and will grow by 16.8 per cent. He, too, in his presentation, agreed with Acharya, saying that the upcoming T20 World Cup and state elections would be great for the growth of advertising. He went on to say that new advertisers and channel launches will increase the inventory. He mentioned that with 40 per cent share, TV would be the largest contributor, and digital's share would be greater than the combined growth of radio, OOH, and cinema. He also said that print will grow by 11 per cent.