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16:57

India: ad industry growth to slip to single digits, bad for radio and out-of-home

Livemint, India :: A slowing economy in 2012 could put a speed breaker on advertising growth rates. The advertising industry, including print, broadcasting, radio, digital and outdoor media, grew 12-15% in 2011, riding a robust first half. However, in the new year, the growth rate will slip into single digits—8-9%, according to a clutch of advertising chief executives from India’s leading media agencies.

[Ashish Pherwani, Ernst and Young:] So, wherever RoI is measurable, spends will not be reduced. This explains why radio and out-of-home will be more hit than print and TV media.

Continue to read Anushree Chandran | Abhilasha Ojha, www.livemint.com

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