GroupM, the media investment group under WPP, has launched the latest edition of its annual This Year Next Year (TYNY) advertising forecast with updates for February 2025 wherein it has predicted Indian advertising to grow by 7% in 2025 to reach Rs 1,64,137 crore, adding an incremental Rs 10,730 crore.
In terms of the global scenario, the same is estimated to grow at 7.7% in 2025, giving in incremental growth of $79 billion, as against 2024 wherein global adex grew 9.5% to reach $ 1.04 Trillion.
Of this entire global Adex, GroupM predicts that digital (including digital extensions of all media) will grow 10.2% in 2025 to reach 82% of all ad revenue. In terms of share of media, other mediums like TV, Outdoor, Print, Radio and Cinema will respectively contribute to 11%, 3%, 2%, 2% and 0.2% of all ad revenues in 2025.
In the case of India which currently ranks at the ninth spot in the top 10 global ad markets after the US, China, UK, Japan, Germany, France, Brazil and Canada, digital will be responsible for driving growth in 2025 to reach 60% share of all advertising.
Herein, as per the report, mediums like digital will contribute to Rs 99,137 crores with a 60% share by media; TV at 26% making up for Rs 42,431 crore; Print at 10% making Rs 15,947 crore ad revenue; OOH at 2% making a contribution of Rs 3,671 crores; Radio at 1.2% contributing to Rs 2,009 crore ad revenue and Cinema at 0.6% making an ad revenue contribution of Rs 942 crore in 2025.
That said, the respective growth rate of these mediums in 2025 currently stands at TV and Radio declining 1% on YoY basis, and Digital and Cinema topping the growth charts with 11.5% and 10%, respectively, followed by OOH at 8% and Print at 4%.
As part of the TYNY report, here are the key trends that were launched, shaping the advertising and marketing landscape in 2025:
- Reimagining Marketing: AI Agents Revolutionize Campaigns and Customer Interactions in 2025
- Transforming Engagement: Mixed Reality, Immersive Tech, and Smartphones Fuel India’s Experiential Content Surge
- The Rise of Data Clean Rooms: Shaping India’s Privacy-Centric Marketing Frontier
- Retail Media and Omnichannel Integration: Forging the Future of India’s Ecommerce Expansion
- Quick Commerce: Accelerating India’s Ecommerce Landscape
- Generative AI at the Helm: Revolutionizing Traditional Search and SEO Strategies
- Revolutionizing Brand Storytelling: The Ascendancy of AI Influencers and Action-Oriented Campaigns
- Chief Prompt Officers: India’s Content Marketers Drive Global Transformation as AI Pioneers
- India’s Big Screen Leap: CTV’s Growth Sparks Hyper-Personalization and Programmatic Advertising
- Integrated Measurement Frameworks: Data Privacy, Fragmentation and AI drive the change
Speaking at the unveiling of GroupM’s TYNY 2025 report, Parveen Sheik, Head of Business Intelligence, GroupM, said, “With India’s GDP projected to grow by 6.5% in 2025, its advertising market remains strong, ranking 9th globally. Digital adspends are now close to 1 lakh crore, driven by AI, commerce, retail, media, and hyper-personalization marketing. As the economy grows, brands must embrace agility, data intelligence, and sustainable strategies to maximize impact in this dynamic landscape.”
Having said that, she also emphasised that with the global GDP estimated to grow by 3.3% in 2025, not very different from what happened in 2024, what is different is that advanced economies are growing only at 1.9%, whereas the emerging economies like India are growing at 4.2%. And in terms of inflationary trends as well, inflation had hit its peak at around 9% in 2022, followed by actually cooling down to about 7% in 2023 and around 5.2% in 2024, with the trend continuing even further this year, and therefore impacting the money in the hands of consumers, their consumption and hence advertising.
The global landscape in 2024 witnessed elections across 60+ countries, signalling potential shifts in governance and economic policies and while most advanced economies are experiencing disinflation and the labour market cooling, thereby impacting demand, AI continues to take center stage, reshaping industries. In terms of industries too, startup funding is poised to remain subdued this time around, despite showing signs of revival.
Commenting on the launch of the report, Prasanth Kumar, CEO, GroupM South Asia, said, “India is at the forefront of a marketing revolution driven by AI and data privacy. As global ad spend surpasses $1 trillion, India emerges as a top 4 growth market, with digital now accounting for over 60% of ad spend. With a shift to personalized engagement, commerce-driven marketing, and responsible innovation, mixed reality and immersive tech fuel experiential content. While TV is vital, we also see AI agents transform customer interactions, we also witness brand-audience connections getting redefined with the surge of emerging formats like programmatic CTV and AI-driven retail media. All of this is positioning India for unprecedented innovation and impact in the modern marketing era.”
To this, Ashwin Padmanabhan, Chief Operating Officer, GroupM, added, “India’s advertising ecosystem is being reshaped by digital dominance and shifting consumer behaviours, Digital and TV together account for 86% of total ad spend, with streaming TV now making up 12.6% of total TV ad revenue—signalling a critical shift for brands to optimize across high- growth platforms. Key sectors like SME, realty, education, BFSI, and tech/telco contributing to 60% of total advertising are set to grow at around 10%, further accelerating market expansion. Additionally, rising investments from EVs, fintech, and gaming are fuelling the market’s momentum.”
According to Parthasarathy Mandayam (Maps), Chief Strategy Officer – GroupM South Asia, “As consumer behaviour grows more complex, marketing measurement is rapidly evolving. With data privacy driving change, traditional analytical models are integrating AI and real-time analytics for better accuracy. Brands are adopting unified measurement frameworks to make smarter decisions. In 2025 we also see a rapid adoption of AI agents, going beyond automation and productivity enhancement to transform areas like customer service, vernacular engagement and real-time campaign optimization.”
Picking from here, Priti Murthy, President, GroupM Nexus, also said, “With the rise of data clean rooms, marketers are now unlocking deeper audience insights while maintaining consumer trust—transforming data collaboration in a way we’ve never seen before. From enriched audience data and targeting to advanced analytics opportunities, we see DCR transforming Marketing. Also, as search behaviour shifts with generative AI, performance marketing will no longer be about driving clicks but about owning conversations, influencing AI-driven content discovery, and ensuring brands remain top of mind in a world where traditional SEO is being rewritten.”
To this, Atique Kazi, President – Data, Performance, and Digital Products, GroupM India, added, “The convergence of brand and retail media is rapidly shaping a unified ‘One Commerce’ ecosystem. Marketers are quickly pivoting to connected commerce outlook bridging multi-channel commerce approach and how media investments in one channel influences or cannibalizes the other. As quick commerce promises instant delivery and purchase gratification; has also pushed the marketers and agencies to be quicker, agile, nimble and war footed. The power of programmatic and combined with rich data insights from OEM’s in form of ACR and broadcast quality streaming delivers TV Advertising with unprecedent precision. The impact of CTV advertising in unparalleled as it drives highest Ad attention score. CTV has got the eyeballs; however, advertising spends haven’t matched the viewership in comparison to the audience reach it holds. Live sports have been an exception. The unlock for 2025 is not to get caught is measurement; and blending strategies which are device agnostic. It’s encouraging to see marque broadcasters already pivoting to single GTM approach for LinearTV, CTV and Mobile Streams.”
Concludingly, Vinit Karnik, Head of Sports, eSports, and Live Entertainment – GroupM South Asia, also said, “The rise of AI-powered influencers is revolutionizing how brands engage with audiences, blending technology and creativity to drive authentic, scalable interactions. As India’s 750 million smartphone users consume more immersive content, AR-driven campaigns are already delivering up to 3x higher conversions for brands. The ‘phygital’ evolution in live entertainment is also gaining momentum—affordable VR devices (under ₹5,000) are democratizing access to virtual experiences, while major events and concerts are becoming digital-first engagement hubs. In this landscape, what traditional advertising struggles to achieve, influencers and immersive experiences can—building real-time, interactive, and deeply personalized consumer connections.”
