Melt TV | Episode 206 | Sam Balsara Talks AdEx And Decodes The Pitch Madison Advertising Report 2023

melt, February 24, 2023

"In 2022, Digital finally overtook TV as the single largest medium as per AdEx".

Last week, media and communications agency Madison World unveiled the annual Pitch Madison Advertising Report for the year 2023. Advertising Expenditure or AdEx is expected to grow by 16% in 2023 and cross the landmark Rs One Lakh Crore mark to settle at Rs 1,42,30 Crore.

Furthermore, in 2022, digital grew by 35% to become the largest medium, with a 38% share in AdEx, compared to TV’s 34%. Print continues to remain steady in India with a share of 21%, while Out Of Home and Cinema captured a 4% and point 6 % share respectively.

To deep dive into the numbers, we are in conversation today with Sam Balsara, Chairman and Managing Director at Madison World. So, let’s get ready to melt with Sam Balsara.