Why is the focus on 2% rather than on the 98%?

If we sit and do the sums, the total amount spent on measured advertising in our country is woefully small. For a $ 1.22 trillion economy, our ad expenditure is about US $7 billion. (BSE market cap is about $500 billion).More than 400 hundred agencies are said to operate in this area. Small, competitive and mostly helpless to carve out new spaces. They spend time fighting each other to grow. Or sucking up to potential clients. Hence growth is governed by zero sum processes rather than brand building innovation.