 "OTT advertising, advertising market, advertising expenditure, festive season, Digital ad spend, digital media")
Festival advertising spends are expected to grow by 8 to 20 per cent year-on-year, fuelled by digital momentum, improving consumer sentiment, and a packed calendar of cricket tournaments. Yet media space buyers are tempering expectations, as brands are expected to scrutinise returns more closely this year, with a shorter festival window prompting a more cautious approach.
Overall festival advertising expenditure (AdEx) could reach between ₹48,000 crore and ₹51,000 crore in 2025, according to Havas Media India, a media solutions company. That’s a projected rise of 16 to 20 per cent, much ahead of the average annual AdEx growth of 9
