According to the Pitch Madison Media Advertising Outlook 2012, the Indian advertising industry registered a growth of 8 per cent at Rs 25,594 crore in the year 2011. Internet, including search, grew at a healthy rate of 45 per cent in 2011, as against the expected 35 per cent growth, to clock revenue of Rs 985 crore. The Pitch Madison Media Advertising Outlook expects internet revenues to go up to Rs 1,478 crore in 2012, a growth rate of 50 per cent.

Giving a breakdown of the ad share of different media in the Indian advertising pie, the outlook held that internet’s share had been the most impressive, claiming the third largest share of the ad pie at 3.8 per cent. The report projected that internet would become a 5 per cent media.

Television continued to dominate with a share of 44.8 per cent, followed closely by print with a share of 42.2 per cent. The growth of Radio saw a flat growth of 3.1 per cent share of the ad pie, on the other hand, outdoor did better with a 5.1 per cent share. Cinema slid a few notches with a share of 0.5 per cent.

Punitha Arumugam, CEO, Madison Media Group, said, “Internet, with its phenomenal growth, has graduated from being Mr Happening to a medium that had arrived (Mr Arrived).”