Advertising activity in India surges by 32%: Nielsen

Overall across the 12 markets, media spends grew by 18 percent. For the first quarter since Q3 2008, all 12 markets across the region recorded strong to bullish ad spend growth. This was also the second consecutive quarter with no declines in ad spending.

In a clear sign that the country is accelerating out of the economic downturn, India emerged as the most confident in the Q1 2010 Nielsen Global Consumer Confidence Survey and is fast on the path of recovery.

"Economic prospects are improving rapidly and consumers' spending intentions are turning into actual spending reality. This is a sign that marketers, manufacturers and retailers have been eagerly waiting for and is seen translating into advertising spends. The challenge now for marketers however, will be right brand positioning and strengthening brand awareness as visibility diminished during the downturn," said Piyush Mathur, President, India, The Nielsen Company.

The discretionary spending of Indians has also showed significant growth and this is not lost on most marketers who are now back in the growth mode. This is translating into advertising activity rapidly returning to pre downturn levels and we now see the second consecutive quarter of media advertising growth in India and across all 12 markets in Asia Pacific (compared to the same period in 2009).