Have non-traditional media spends increased by leaps and bounds?
Definitely, spends on non-traditional media have increased phenomenally. However, one must realise that the growth percentage looks humungous because it’s on a smaller base as compared to that of traditional media. Also, remember that the focus of our ad economy has shifted from FMCGs to services and durables. Clients in this domain understand the significance of 360-degree marketing very well. However, I still believe that the spends on TV, print and radio will increase simultaneously. The overall ad pie will grow. For instance, a recent analysis showed that just two newspapers in the Hindi belt in India added 14 million readers over the last five years or so. As literacy rates rise, the market will continue to add readers every year. Similarly, cable and satellite industry will grow and our study shows that 12 million viewers have been added in the same period in these areas. The media fraternity hasn’t given this phenomenon its due importance. The fact remains that India is still a
