MUMBAI: India’s television advertising market has hit the brakes. Ad volumes per channel tumbled 10 per cent in the first half of 2025 compared with the same period last year, signalling what industry watchers call a “strategic recalibration” in advertiser spending.
The pullback comes as brands reassess their media strategies amid economic uncertainty. Yet some categories are thriving. Food and beverages maintained their dominance with a 22 per cent share of total ad volumes, followed by personal care and hygiene products at 16 per cent.
The real winners were toilet and floor cleaners, which saw ad spending surge 16 per cent—the highest growth among major categories. E-commerce firms splashed out too, with online shopping platforms boosting their television presence by 48 per cent. Vocational training institutes went on the biggest spree, nearly quadrupling their ad volumes.
Hindustan Unilever retained its crown as India’s biggest television advertiser, with Reckitt Benckiser close behind. Together, the top 10 advertisers—dominated by fast-moving consumer goods companies—accounted for 47 per cent of all ad volumes.
Reckitt’s aggressive push was evident in the brand rankings. Six of the 10 most-advertised brands belonged to the British consumer goods giant, led by Harpic Power Plus toilet cleaner. Dettol soap and antiseptic liquid also featured prominently.
General entertainment channels edged past news networks to capture 31 per cent of ad volumes, reversing last year’s trend. The top five channel genres hoovered up more than 95 per cent of total advertising, underscoring the continued dominance of mainstream television over niche programming.
The data, compiled by TAM AdEx from over 600 television channels, suggests Indian advertisers are becoming more selective about their television investments. With more than 6,600 brands vying for viewer attention, only the biggest spenders are breaking through the clutter.
(The picture featuring the family watching the Surf Excel ad on TV is representational only. No brand infringement is intended)
