MUMBAI: Here’s one report which is not talking of doom and gloom as far as ad spends in India are concerned. India’s advertising market kicked off 2025 on a high according to a half-yearly report by ad-tech and media planning agency Excellent Publicity, citing data from TAM Media Research, TAM AdEx and RCS India, reported Business Standard. The report said that television powered ahead as the biggest gainer in the first half of the year, outspending print and radio, while digital was the lone laggard.
Ad spends on TV per channel jumped 27 per cent year-on-year. Sports channels hoovered up 68.5 per cent of TV spends, trailed by general entertainment with 15.7 per cent. The e-commerce media, entertainment and social media category led volumes with a 25.6 per cent share. Star India kept its crown with 16.8 per cent of volumes, while Jio Hotstar topped the brand charts. Cellular services were the fastest risers, ballooning 17 times over the year.
Print was no pushover either, posting a robust 26 per cent growth. Cars took pole position with 8.9 per cent of spends, while two-wheelers zipped ahead with a 31 per cent surge. Maruti Suzuki India was the top advertiser; Allen Career Institute, the top brand. Rajasthan led among states with 15.6 per cent of spends, and Delhi among cities with 7.1 per cent.
Radio barely moved the needle, inching up 4 per cent. Properties and real estate dominated, cars followed, and pan masala muscled into the top 10. Maharashtra accounted for 19.3 per cent of radio spends, Delhi 18.1 per cent. Maruti Suzuki India again led advertisers, while Jeena Sikho Lifecare was the top brand.
Digital, by contrast, shrank 12 per cent – the only medium to contract – though it logged the highest number of advertisers in three years. E-commerce online shopping led with an 11.2 per cent share. Amazon Online India was the top advertiser, Amazon.in the top brand. Programmatic buying made up 88.3 per cent of spends. Some niches bucked the trend: washing powders and liquids soared 21 times, perfumes and deodorants six times.
“What’s really interesting is how brands are navigating a delicate balance,” said Excellent Publicity co-founder and director Vaishal Dalal.. “TV still captures attention, radio keeps the connection local and relatable, print is earning back trust, and digital is becoming sharper and more targeted.”
Strangely the report did not talk about outdoor spends. Was the situation hunky-dory in the sector like TV?