MELT continues to analyse numbers and AdEx. This time, the focus is on the recently launched Pitch Madison Advertising Outlook for 2024.

The report says that in 2023, Indian AdEx grew by a mere 10%, but is projected to grow by 12% in 2024.

Digital accounted for the biggest piece of the AdEx pie in 2023 with a 40% share, followed by Television, Print, Outdoor, Radio and Cinema.

To know more, we are in conversation with Sam Balsara, the Chairman of Madison World, one of the country’s biggest media agencies.

So, what’s the outlook for media owners and how do the numbers translate for the marketer? Let’s find out as we get ready to melt with Sam Balsara.