Time Spent with Media and Ad Spending in India: eMarketer's Estimates and Forecast - eMarketer
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Time Spent with Media and Ad Spending in India: eMarketer's Estimates and Forecast

eMarketer Report

By: eMarketer

Published: December 04, 2017

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

eMarketer estimates that adults in India will average 3 hours, 52 minutes per day consuming major media in 2017—11 minutes more than in 2016. Time spent with digital, especially via mobile phones, will drive increases over the next few years.

  • TV remains an important part of adults’ media day in India, with time spent expected to total 2 hours, 11 minutes this year. Though growth will be relatively flat over the forecast period, no other format will come close to challenging TV’s dominance in daily time.
  • Adults in India will spend 1 hour, 13 minutes each day with digital media (desktop/laptop and nonvoice mobile) in 2017, an increase of 14.3% over 2016—nearly triple the 4.9% growth rate of total media time. Much of this rise will come from nonvoice mobile use, which will reach 53 minutes.
  • Total media ad spending in India will hit $7.94 billion this year, a 12.0% increase vs. 2016. Double-digit gains in TV and digital outlays will largely be responsible for this growth. Mobile advertising will be a small factor, but its spend will more than triple from $460.1 million in 2017 to $1.73 billion in 2021, driving digital growth.
  • Advertisers’ investments will favor TV, with 41.4% of outlays dedicated to the format this year. Print will receive the second-largest share of advertising (37.5%), even though it will rank behind both TV and digital in time spent.

"Adults in India will spend more than half of their media day watching TV in 2017. Meanwhile, digital will account for nearly one-third of daily media time."

Table of Contents

Overall Media Time

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Ad Spending

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Comparing Growth in Ad Spending vs. Time Spent

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8 charts are included in the full report:

Time Spent with Media and Ad Spending in India: eMarketer’s Estimates and Forecast

Average Time Spent per Day with Major Media by Adults in India, 2017 (hrs:mins)

Overall Media Time

Average Time Spent per Day with Traditional* vs. Digital Media by Adults in India, 2014-2019 (hrs:mins)

Digital Media

Average Time Spent per Day with Desktop/Laptop vs. Mobile Device Internet by Adults in India, 2014-2019 (hrs:mins)

Traditional Media

Average Time Spent per Day with Major Media by Adults in India, 2017 (hrs:mins)

Ad Spending

Total Media Ad Spending in India, by Media, 2016-2021 (billions)

Digital Media Advertising

Mobile Ad Spending in India, 2016-2021 (billions, % change and % of digital ad spending)

Traditional Media Advertising

Total Media Ad Spending Share in India, by Media, 2016 & 2021 (billions)

Comparing Growth in Ad Spending vs. Time Spent

Growth in Ad Spending vs. Average Time Spent per Day in India, by Media, 2017-2019 (% change)