Overall, AdEx is predicted to expand 11% in 2025, with print AdEx growing 5% in 2024. Madison Ad Report Pitch

According to the Pitch Madison Advertising Report 2025, which was released on Wednesday, print advertising expenditure (AdEx) surpassed pre-Covid levels and increased by 5% to reach Rs 20,272 crore in 2024. It is anticipated to grow by 7% in 2025, indicating greater ad rates and premium pricing. According to the research, "we anticipate print to reach Rs 21,691 crore with a share of 18% in 2025." At 19% of total AdEx, print's proportion remained significantly greater than the global average of 3%. 50% came from the automotive, FMCG, retail, education, and real estate sectors.With a 42% share, agencies continue to be the biggest contributor to AdEx, with digital spending growing by 14% in 2024.Madison World Chairman Sam Balsara discussed the economic, consumer, and market factors that have contributed to AdEx's slow growth in India during the launch of the Pitch Madison Advertising Report 2025. Indian AdEx never ceases to amaze us. At the overall AdEx level, it has only increased by 9%, but the rise is much worse when looking only at traditional AdEx, which has increased by 6%. From 14% in 2022 to 7% in 2023 and 6% in 2024, traditional AdEx's growth has decreased. From 35% in 2022 to 15% in 2023 and 14% in 2024, digital adex has slowed down, he said.

With an increased revenue of Rs 8,942 crore, the Indian advertising market has surpassed the Rs 1 lakh crore milestone and is currently valued at Rs 1,08,000 crore in 2024.Additionally, he provided a summary of the main causes behind AdEx's muted growth: All industries were nevertheless negatively impacted by food inflation, although FMCG was maybe more affected than others. Due to tighter financial flows, many businesses—particularly startups and SMEs—cut back on their marketing and advertising expenditures. Advertisers slowed their increased expenditure around Diwali because they anticipated low festival demand.The dwindling number of marketers using mass media channels is a clear indication of the advertising industry's sluggish growth, which increased by just 9% in 2024. From 11,100 in 2023 to 8,650 in 2024, there has been a notable decline in the number of television advertisers. Additionally, there is a slight decline in the number of radio and print advertising, albeit it is not as great," he continued.