Festive season to bring cheer to media houses as ad spends set to revive

This year, the festive season is likely to see nothing less than 20-25% year-on-year growth

The festive quarter this year – stretching from October to December – is likely to bring cheer to media houses after a lull of two years. While the 2016 festive period was shorter in duration and characterised by the surprise demonetisation move by the government, last year saw brands and broadcasters grappling with the implementation of the goods and services tax (GST).

This year, the festive season is likely to see nothing less than 20-25 per cent year-on-year growth, broadcasters and media agencies Business Standard spoke to said. This has been led by advertising deals locked during the Dussehra-Diwali period.