By: Bhawana Anand
Last updated : February 19, 2021 10:18 am
The report however adds that Q4 in 2020 has registered a 61% increase over Q3 in 2020 and a 16% increase over Q4 in 2019, which indicates a sharp revival in 2021 for the market and ADEX
Traditional Adex has reduced as much as 29% during the pandemic. Despite this, the share of traditional media is highest with 69%, while the global average is 41%.
The report states that Covid’s negative impact on Indian ADEX has been more severe compared to Global Adex across many other countries, including US, where the drop was only 4%.
Nonetheless, Q4 2020 has registered a whopping 61% increase over Q3 2020 and a 16% increase over Q4 2019. And this gives a lot of confidence and hope that both the market and ADEX are going to bounce back sharply in 2021
Commenting on the report, Sam Balsara, Chairman, Madison World says, “A number of macro-economic factors, study of Adex historical behaviour and stupendous growth in Q4 leads us to make a high projection of 26%. Our full report gives you more details of the basis of our projection and some Advice to Advertisers.”
Giving an overview on the advertisers, the report unveiled that FMCG continues to be the main category spender and its share moved up to 38% compared to 33% in full year 2019. Wherein E-commerce and Education are the only two categories that increased spends, by 30% and 9% respectively.