Adex growth will be buoyant in 2017, says Pitch Madison Report

Pitch Madison says advertising expenditure will grow 13.5% this calendar year

Two key advertising expenditure (adex) forecasts for the Indian market seem to have a contrarian view on ad growth rates for 2017. While GroupM, the country's largest media agency network, lowered adex growth for 2017, pegging it at 10 per cent versus 12 per cent seen last year, rival Pitch Madison is buoyant about the same.

Released today, the Pitch Madison Advertising Report pegs adex growth at 13.5 per cent in 2017, ahead of the 12.5 per cent growth rate seen last year. The Pitch Madison report says that India's total adex will cross Rs 50,000 crore this year, touching Rs