The advertising sector of India will likely grow more than 11 per cent this year as political parties are expected to spend generously on advertising ahead of general polls, according to media agency GroupM's latest estimates.

In its newly published report, the country's largest media agency said overall advertising sector will grow 11.6 per cent, from Rs 38,597 crore to Rs 43,065 crore by the end of this year.

However, if advertising by political parties is excluded, the overall growth of advertising sector would stand at just 9 per cent, down from last year's growth of 10 per cent.

Speaking about the estimates, GroupM South Asia CEO C V L Srinivas said, "The 11.6% growth estimate also accounts for the 2.5% growth that will come from advertisements from political parties .. If you take elections out . the growth in 2014 is about 9%."

Srinivas added that the marginal decline in overall advertising growth would be on account of television advertising, whose growth would likely decline from 13.8 per cent in 2013 to 12 per cent this year.

Print advertising is estimated to grow at 8.5 per cent in 2014, significantly up from last year's estimate of 4.6 per cent. While newspapers would grow by 8.5 per cent, magazines are estimated to suffer a negative growth of 5 per cent.

Among sectors, FMCG would constitute a majority share (29%) in ad spend followed by consumer durables (22%) and retail (12%).