India's Advertising Revolution: Digital Dominance and the Decline of Traditional Media

India's advertising market reached Rs 1 lakh crore in 2024-25, driven by digital advertising's rapid growth to 45-46% of total ad spend. Traditional media's share declined due to decreased TV and print ad revenue, while digital platforms gain prominence for their efficient targeting and engagement.

India's advertising industry has experienced a significant shift, with digital platforms taking center stage. According to Crisil Ratings, the market achieved a compound annual growth rate of 6-7% over the past five fiscal years, crossing the Rs 1 lakh crore milestone in 2024-25.

In a detailed report, Crisil highlighted digital advertising as the fastest-growing segment, now representing 45-46% of total ad spending, substantially up from 24% in fiscal year 2020. The forecast for the current year suggests further expansion of digital media, expected to grow by 9-11%, while traditional media remains stagnant.

This transformation is evident in various sectors. Fast-moving consumer goods, automotive, and e-commerce businesses have increased their digital ad budgets significantly. Pushan Sharma, Director at Crisil Intelligence, remarked on this irreversible trend, indicating a focused move towards digital-first strategies by brands, enhancing targeting efficiency and engagement.

(With inputs from agencies.)