Year 2017

++7.4% STUNTED

2018 / 17

2017

2018+14.6%14.6% growth in 2018 is

almost double the growth rate achieved in 2017

2018 / 17

+14.6%With Digital60,908 Cr-+12.2%

Without Digital49,202 Cr

At a growth rate of 14.6%, India is the fastest growing advertising market in the world with China coming very close

Current prices, y/y % change

Country 2018India 14.6%China 13.1%

Germany 10.4%United Kingdom 8.1%

United States 6.1%France 5.9%

Italy 5.2%Brazil 5.1%

Canada 3.9%Russia 2.5%

Australia 1.5%Japan -4.8%Global 6.6%

India figures as per Pitch Madison Advertising Report 2019 | Source: WARC International Ad Forecast, Nov’18

Yr 2018 Yr 2018US$ 8.7 Bn US$ 463 Bn

Source: WARC & Pitch Madison Advertising Report 2019

+14.6% +6.6%

India marginally moved up from 1.5% to 2%

Source: WARC & Pitch Madison Advertising Report 2019

2017 2018

US, 34.5

China, 12.2

Japan, 7.1

UK, 4.7

Germany, 4.1

France, 2.7

Brazil, 2.6Australia, 2.4

Canada, 2.0 Italy, 1.6 Russia, 1.6 India, 1.5

United States, 43.7

China, 18.8

Japan, 7.9

United Kingdom, 6.2

Germany, 5.4

France, 3.4

Brazil, 3.4Australia, 2.7

Canada, 2.4 Russia, 2.2 Italy, 2.1 India, 1.9

With 38% share, Television continues to be the largest contributor to the advertising pie

TV38%

Print32%

Digital19.2%

OOH6%

Radio4%

Cinema1%

Indian Ad Ex - 2018 60,908 Crs

Digital & TV gained share points at the expense of PrintDigital now contributes to almost 20% of Total Indian Adex

3.6

4.1

5.68.0 9.5 10.6 11.6

14.8017.5 19

0.05.010.015.020.025.030.035.040.045.050.0

2009 2010 2011 2012 2013 2014 2015 2016 2017 2018

TV Press Radio Cinema Outdoor Digital

The pecking order is now clear and distinct.38%

32%

19%

6%

4%

1%

TV

Print

Digital

Outdoor

Radio

Cinema

Category Contribution in 2018TV + Print + Radio

FMCG 14,717 Crs 33%

Auto 4,755 Crs 11%

Telecom 3,450 Crs 8%

Education 2,322 Crs 5%

Durables 2,097 Crs 5%

Main contributors to growth in 2018TV + Print + Radio

FMCG 1,798 Crs 37%

Auto 538 Crs 11%

Durables 378 Crs 8%

E-Comm 351 Crs 7%

Telecom 297 Crs 6%

Top Advertisers of India in 2018

Rank in 2018

Rank in 2017

Advertisers Approx Spendsin Rs Crores

1 1 Hindustan Unilever 3100 - 3400

2 4 Reckitt Benckiser 700 - 850

3 3 Procter & Gamble 700 - 850

4 2 Amazon Online India 700 - 850

5 6 Maruti Suzuki India 650 - 750

Top Advertisers of India in 2018

Rank in 2018

Rank in 2017

Advertisers Approx Spendsin Rs Crores

6 8 Samsung 650 - 750

7 15 Reliance Industries 600 - 700

8 16 Honda Motorcycle 600 - 700

9 12 Vivo Mobile 550 - 650

10 7 Godrej Consumer 550 - 650

Advertisers who enter our Elite list in 2018

# 43 # 45 # 47

# 49 # 50

Advertisers who have gained substantially in rank

+11 +6+7 +7

Advertisers who have lost share in rank

-27 -10-12-15

2009 - 18 : The Ten year CHALLENGE

A VIBRANT DECADE

2018 / 09

19,582 Cr

60,908 Cr

A 10-year Review

1958225026 27433 28854

3210637405

4399149480

53138

60908

-9.0

27.8

9.65.2

11.3

16.517.6

12.5

7.4

14.6

2009 2010 2011 2012 2013 2014 2015 2016 2017 2018

TV, 43%

Print, 41%

Digital, 4%

Radio, 3%

Cinema, 1%

Outdoor, 7%

Yr 2009

19,582 Crs

TV, 38%

Print, 32%

Digital, 19%

Radio, 4%

Cinema, 1% Outdoor, 6%

Yr 2018

60,908 Crs

Few significant facts that characterised the decade§ Number of television channels have tripled in last 10 years largely

on account of Regional & News channels

§ More than 2,000 new advertisers on TV, and more than 80,000 on Print have been added.

§ In 2009, top 50 advertisers contributed approximately 43% of the total Adex, whereas last year in 2018 this number has gone down to 35%.

Few significant facts that characterised the decade§ In Print, in last 10 years, contribution by English & Hindi

publications in terms of Volume has not changed and continues at around 60%.

§ Revenue contribution of Sports genre has seen a major growth from only 3% in 2009 to 10% in 2018, thanks to IPL & Non-Cricket leagues

§ Contribution of Hindi GEC has decreased by 10%, whereas Regional channels has seen a growth of 10%

Few significant facts that characterised the decade

§ Government spending on TV & Print has witnessed an over 100% increase in ad spends since the Modi government has come into power

§ Reliance Jio has led to a dramatic increase in video consumption

§ Internet penetration has increased from 4.2% to 41.4% over the decade; Facebook has grown from 7.45 million users in 2009 to 280 million today

Few significant facts that characterised the decade

§ E-commerce portals have now emerged as a top-10 Digital advertising platform

§ OTT ready for take off with number of players increasing from just 9 players in 2016 to 30 players today

§ Finally, Adex is quite resilient but certain mega interventions like a Global crisis, Demonetisation and GST can temporarily derail it

2019What’s Our Growth Forecast?

2017 STUNTED2018 HAPPY DAYS2019 BULLISH

2019 / 18

2018

2019+16.4%

53,138 Cr

2017

70,888 Cr

2019

~ 18000 Crs in Absolute Terms

Why 16.4%

§ India will witness the biggest spectacle of all - Parliamentary Elections

§ Substantial increase in government spending§ ICC Cricket World Cup taking place in June 2019 and higher

revenues from IPL§ OTT, the new kid on the block, spending heavily § India, slowly but surely moving to a consumption society

Why 16.4%

§ Organic growth coming from FMCG on the back of rural demand and new launches

§ New Launches in Auto sector§ FMCG, BFSI, OTT and E-commerce will be growth drivers for

Digital Marketing§ Categories like Real Estate and Education likely to continue with

large spends on Print

4 36 7

27

12

19

49

14

26

37

18

511 12

3330

TV Press Outdoor Radio Internet Cinema

2017 2018 2019 Proj

GROW

TH %

% increase for last 3 yearsHighest growth expected in Digital & Cinema

Crores

2017

2018

2019 Proj

TV

19650

23432

27649

Press

18640

19457

20429

OOH

3085

3365

3750

Radio

1875

2144

2401

Digital

9303

11705

15612

Cinema

586

805

1047

Total

53138

60908

70888

TV has grown at the rate of 19% in 2018 and will grow by another 18% in 2019

849210530 11478 11478 12419

14158

1726118831 19650

23432

27649

0

5000

10000

15000

20000

25000

30000

2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019Proj

Hindi GECs continue to dominate TV Adex contributing 26% Genres Revenue Contribution

in 2018Approx Revenue

in CroresFCT Growth

2018/17

Hindi Mainline GEC 16%6000 – 6500

4%

Hindi Secondline GEC 10% 8%

News 11% 2200 – 2700 17%

Tamil Sat 9% 1800 – 2000 16%

Sports 10% 1700 – 1900 4%

Hindi Movies 5% 900 – 1100 -1%

Telugu Regional 5% 900 – 1100 23%

Marathi Regional 4% 800 – 1000 -4%

Kannada Regional 4% 700 – 800 13%

Bengali Regional 4% 700 – 800 32%

Music 3% 550 – 650 7%

Kids 3% 550 – 650 -10%

Malayalam Regional 3% 500 – 600 15%

Infotainment 3% 500 – 600 1%

English Movies 3% 500 – 600 20%

Eng Niche 2% 300 – 400 -13%

Others 7% 1200 – 1600 17%

Contribution of Top categories by spends

Product Category 2016 2017 2018

FMCG 51% 51% 50%

Telecom 12% 12% 12%

Auto 8% 8% 8%

HH Durables 4% 4% 5%

E – Commerce 4% 4% 5%

Real Estate 3% 3% 3%

Clothing Fashion Jewellery 3% 3% 3%

FMCG continues to dominate TVNo change in the pecking order

Total FCT grows by over 12%Average Duration remains steady at 23 seconds

671 822 948 1038 1164 1379 1505 15761860 2077

23.0 22.923.0

23.023.6

23.8

23.2 23.623.8

23.3

22.00

22.50

23.00

23.50

24.00

24.50

0

500

1000

1500

2000

2500

2009 2010 2011 2012 2013 2014 2015 2016 2017 2018

FCT (Mil sec) Avg Dur (sec)

Print Trend over the yearsPrint grew by 4% and expected to grow by mere 5% in 2019

807310487 11509 11970

1316715274

1693518151 18640 19457 20429

0

5000

10000

15000

20000

25000

2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019Proj

No increase in Total Space Consumed in 2018 Avg Size increased to 56 Cc in 2018

199

231272

288

316 310 331342 342

338

4241

4242

43 4548

53 55 56

30

35

40

45

50

55

60

050

100150200250300350400

2009 2010 2011 2012 2013 2014 2015 2016 2017 2018

Space Consumed ( Million Cc ) Avg Size (Cc)

Contribution of Top Categories

Product Category 2016 2017 2018

FMCG 15% 14% 14%

Auto 14% 14% 14%

Education 10% 10% 10%

Real Estate & Home Improvement 6% 6% 6%

Retail 5% 6% 6%

Clothing Fashion Jewellery 5% 5% 5%

BFSI 5% 5% 4%

FMCG, Auto & Education – 3 Lead Categories

Digital grows by 26% in 2018 and expected to grow by 33% in 2019

703 1030 1535 2303 3050 39705120

73159303

11705

15612

0300060009000

120001500018000

2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019Proj

Digital Share growing YOY,Expected to cross more than 20% in 2019

3.6 4.15.6

8.09.5

10.6 11.6

14.8

17.519.2

22.0

0.0

5.0

10.0

15.0

20.0

25.0

2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019Proj

Mobile as a platform now contributes to 85% of total digital spends

Platform – In Crs 2015 2016 2017 2018 2018/17Mobile 2670 4490 7256 9949 37%

Desktop 2450 2825 2047 1756 -14%

Total 5120 7315 9303 11705 26%

Mobile % Contribution 52% 61% 78% 85%

Exponential growth in Video consumption over last 2 years

Verticals – In Crs 2015 2016 2017 2018 2018/17Search 1740 2255 2632 3475 32%

Display + Programmatic + Ad Networks 2265 3270 3162 3827 21%

Video 990 1640 3339 4183 25%

Others 125 150 170 220 29%

Total 5120 7315 9303 11705 26%

Video % Contribution 19% 22% 36% 36%

OOH market has grown by 9% in 2018Transit media also grew by 9%

14191848 1717 1862 2027

23332665

2910 30853365

3750

11351441 1297 1323 1413

16451885 2064 2205 2410

2699

284407

420 539 614 688 780 846 880 955 1051

0500

1000150020002500300035004000

2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019Proj

Total OOH Outdoor Transit Media

The Big 3 for OOH

Product Category 2016 2017 2018Organized Retail 15% 16% 16%

Hospitals, Restaurants, Education 14% 13% 14%

Real Estate & Construction 14% 12% 12%

FMCG 8% 9% 9%

Financial Services 8% 8% 9%

Telecom 8% 9% 7%

Auto 7% 7% 7%

Organized Retail, Consumer Services & Real Estate dominate OOH

Radio has grown by 14% in 2018 and expected to grow by another 12% in 2019

681885 903 930 1097

12851545

1749 18752144

2401

0

500

1000

1500

2000

2500

3000

2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019Proj

The Big 4 for Radio

Product Category 2016 2017 2018Real Estate 10% 10% 11%

FMCG 9% 9% 9%BFSI 7% 7% 8%Auto 7% 7% 7%

Telecom 6% 6% 6%E-Commerce 5% 5% 5%

Real Estate, FMCG, BFSI, Auto

Cinema has grown by 37% in 2018 and expected to grow by 30% in 2019

214 247 290 312 347 385465 523 586

805

1047

020040060080010001200

2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019

1Conquer market by market

India is a large and diverse country; Media is expensive; Rome can’t be built in a day;

Narrowcast don’t broadcast

2Don’t ignore regional / local

brands

Today’s regional / local brands are tomorrow’s National brands

3Don’t throw the baby out with

bath water

Don’t get carried away by Consultants, who advise you to call for a pitch and through that offer you a 20%

savings; There is no quick fix solution;