The pie charts compare how advertising expenditure in India was distributed among six different types of media in 2012 and 2017.
Overall, television and print media accounted for the largest proportions of advertising spending in both years. However, while television slightly increased its share, print advertising declined noticeably. Meanwhile, digital media experienced significant growth and became a much more important platform by 2017.
In 2012, television was the dominant medium, representing 43% of total advertising expenditure. Print advertising followed closely at 38%. By contrast, the remaining categories made up relatively small proportions. Radio accounted for 7% of spending, while digital advertising represented only 6%. Outdoor and cinema advertising were even less significant, at 5% and 1% respectively.
Five years later, television strengthened its leading position, rising modestly to 45%. In contrast, the proportion spent on print media fell considerably from 38% to 30%, although it still remained the second most heavily funded category. The most dramatic change occurred in digital advertising, which more than doubled to 15%, indicating the growing influence of online platforms. Spending on outdoor advertising remained unchanged at 5%, whereas radio experienced a slight decrease to 4%. Cinema advertising continued to account for the smallest share overall.
In summary, the data suggest a clear shift away from traditional print media towards digital forms of advertising between 2012 and 2017.