India's AdEx likely to increase by 7.8% to Rs 1.37 lakh crore in 2025: Magna

Digital AdEx will outpace traditional media in the current calendar year. In 2025, digital AdEx is likely to rise by 12% to Rs 7,28,000 crore ($8.4 billion) while the traditional media revenue is forecast to increase by 3.4% to Rs 6,43,00 crore.

By  Storyboard18Jul 3, 2025 4:51 PM
India's AdEx likely to increase by 7.8% to Rs 1.37 lakh crore in 2025: Magna
Social advertising is advancing to be the largest format and is expected to overtake Television in the next 5 year. (Representative Image: Steve Gale via Unsplash)

Brands are likely to increase their advertisement expenditures in the current calendar year, with Video, Social, and Retail to remain the dominant industries in the Adex growth, according to IPG Mediabrands' Magna Global Ad Forecast report.

The overall AdEx is estimated to increase more than 7.8% in 2025 to reach Rs 1.37 lakh crore, the report mentioned. Whereas, Digital AdEx will outpace traditional media in the current calendar year. In 2025, digital AdEx is likely to rise by 12% to Rs 7,28,000 crore ($8.4 billion) while the traditional media revenue is forecast to increase by 3.4% to Rs 6,43,00 crore.

Social advertising is advancing to be the largest format and is expected to overtake Television in the next 5 years, the report added.

"MAGNA predicts above average ad spend resilience in 2025, neutralizing the impact of ad spend on cyclical events in 2024, led by National Elections & T20 World Cup. In 2025, MAGNA expects dynamic ad spend in Finance, Media, Pharma, Technology, Gaming, and Retail, while Automotive and Electronics might lag. The trio of Video, Social, and Retail will once again lead the Adex growth. Live sports, which were the only Linear TV mainstays, have been upended with more people streaming sports content. Ad-supported streaming experience rapid growth in access, consumption, and advertising sales, as nearly all streaming TV platforms offer more affordable ad-supported plans. Long-form video is growing at a blistering pace of over +25% and is 6% of the total video forecast, estimated to gain double-digit share in the next three years," Hema Malik, Chief Investment Officer, IPG Mediabrands India, said.

According to the report, the media owners' revenue outlook appeared positive across linear and digital formats in 2025. The report predicted a 6% increase in the first half of 2025 in ad revenue, which may further grow to 9% in H2 2025.

Currently, digital pure players, valued at Rs 68,000 crore, are driving the advertising economy, which may further grow at 11.4% in 2025, the report added.

Video is expected to grow 4% in the current calendar year, while Digital Video growth is expected at 17% in 2025. Overall video spending will continue to be weighed down by linear television, which is anticipated to grow at 2.5%, the report mentioned. Notably, publishing will grow by 3.5% with the digital version of the format growing at twice the rate. Audio and Experiential, which is 5% of the adex, will be growing at 5.9% and 12.9% respectively. In 2026, the growth is expected to be at 7.7%.

First Published on Jul 3, 2025 4:51 PM

More from Storyboard18

Advertising

WPP Media agencies dominate India media billings with $6.6bn in 2024: COMvergence

WPP Media agencies dominate India media billings with $6.6bn in 2024: COMvergence

Brand Makers

“This Isn’t an Ad.” Deepinder Goyal shares new Zomato ad ft. SRK, AR Rahman, Jasprit Bumrah,: WATCH

“This Isn’t an Ad.” Deepinder Goyal shares new Zomato ad ft. SRK, AR Rahman, Jasprit Bumrah,: WATCH

Advertising

Pan masala OOH spend up ₹50 Cr, Delhi-NCR leads with 20% share

Pan masala OOH spend up ₹50 Cr, Delhi-NCR leads with 20% share

How it Works

From Cancelled to Clipped: Samay Raina’s India’s Got Latent resurfaces, but will brands buy the redemption arc?

From Cancelled to Clipped: Samay Raina’s India’s Got Latent resurfaces, but will brands buy the redemption arc?

Brand Marketing

Global Ads Spotlight: The Internet was wrong - and this campaign made it right

Global Ads Spotlight: The Internet was wrong - and this campaign made it right

Brand Makers

Marico prioritizes responsible marketing as AdEx rises by 18.4% to Rs 1,128 crore in FY25

Marico prioritizes responsible marketing as AdEx rises by 18.4% to Rs 1,128 crore in FY25

Advertising

TNRERA cracks down on misleading real estate ads to protect homebuyers

TNRERA cracks down on misleading real estate ads to protect homebuyers

How it Works

India’s EV adex surges 30% y-o-y despite supply chain issues and 75% cut in Chinese rare earth exports

India’s EV adex surges 30% y-o-y despite supply chain issues and 75% cut in Chinese rare earth exports