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ZenithOptimedia predicts global ad expenditure will grow 4.7 per cent in 2016 to $579 billion by the year-end. TV is currently the dominant advertising medium, with a 38 per cent share of total ad spend in 2015. But in 2018, the internet is expected to overtake television. India continues to combine rapid growth and large scale, making it a distinct hot spot of ad spend growth. Anupriya Acharya, Group CEO, ZenithOptimedia India, says, “Our growth forecast for India ad-expenditures for 2016 holds at 13 per cent. TV largely fuels this at 15 per cent and Print — newspapers — at 10 per cent. Digital is expected to grow upwards of 20 per cent while all other media are expected to grow at 5-10 per cent.”
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