Mumbai, February 18 Spending on advertising is estimated to accelerate to 9.7 per cent in 2026, compared to 9.2 per cent in the previous year, according to a report released on Wednesday.
The report by WPP, one of the world's largest media agencies, estimated that overall advertising spending would reach Rs 2.01 lakh crore in 2026, up from Rs 1.84 lakh crore in the previous year.
Growth in spending in India is expected to be higher than the 7.1 per cent estimated at the global level, and India, the fourth largest economy in the world, is the ninth-largest market in terms of advertising spending.
The report estimates that digital media platforms will account for 68.1 per cent of overall advertising spending in India in 2026, which is lower than the 83.7 per cent worldwide.
"With digital accounting for nearly 68 per cent of advertising expenditure, it has become a hub for connections, fueling an ecosystem driven by outcomes rather than just impressions," said Prasanth Kumar, chief executive for South Asia at WPP Media.
Artificial intelligence-powered consumer engagement is accelerating outcome-driven formats, and quick commerce is at a turning point, moving from a sales channel to an important media choice, said Ashwin Padmanabhan, chief operating officer for South Asia at WPP Media.