Advertising volumes on TV experienced a 10% decrease during the first half of 2025, as indicated by TAM Adex report.
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As we delve into the advertising landscape of 2025, a new era of marketing trends is unfolding in India. Our latest report, published on Aug 8, 2025, at 10:00 AM IST, sheds light on the evolving advertising landscape, focusing on television, e-commerce, and digital media.
The report, available on our website, reveals a 10% decline in TV advertising volumes in the first half (H1 2025), signifying cautious spending by advertisers. Despite this decrease, General Entertainment Channels (GECs) continue to dominate, accounting for over 95% of total ad volumes and maintaining their lead over news channels.
In terms of advertisers, Hindustan Unilever (HUL) remains the leading player on television, followed by Reckitt Benckiser. The top ten advertisers account for 47% of total ad volumes, with six of the top ten brands belonging to Reckitt Benckiser and two to HUL. Notable improvements in rankings were observed for brands like Coca-Cola India, GlaxoSmithKline, Nestlé, and Tata.
When it comes to product categories, toilet or floor cleaners saw the highest growth in TV advertising duration at 16% year-on-year, followed by e-commerce, which posted a 48% increase, marking its first appearance in the top ten categories by ad volume. This indicates a significant surge in e-commerce advertising on television despite the overall decline in volumes.
In the broader advertising market, Indian advertising is witnessing strong digital growth. Digital ad spending is expected to reach INR 59,200 crore by the end of 2025, representing a roughly 20% annual growth rate. There is a clear shift toward digital platforms and innovative AI-powered, hyper-personalized campaigns, although traditional TV media still holds a significant market share.
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In conclusion, while TV ad volumes have softened somewhat, leading FMCG advertisers like HUL and Reckitt continue to invest heavily in TV ads alongside rising e-commerce advertising. Digital spend overall surges with strong growth in AI and regional customization strategies. Stay tuned for more updates and analysis from our team.
References:
- Digital Advertising in India: Trends and Opportunities
- TV Advertising Report: H1 2025
- TAM Adex Report: 2025 Mid-Year Review
- TV Advertising Report: H1 2024 vs H1 2025 Comparison
- The latest digital advertising trends in India reveal a surge in spending, with digital ad spending expected to reach INR 59,200 crore by the end of 2025, signifying a robust 20% annual growth rate.
- In the dynamic world of business, finance, and food, news channels might face a decline in advertising volumes compared to General Entertainment Channels (GECs), but they still offer valuable platforms for advertisers, especially when it comes to breaking news and updates.
- As the Indian advertising landscape evolves, many industries are adopting innovative strategies to enhance their reach and impact. For instance, the food industry has started leveraging digital media for advertising, while finance and business sectors are also capitalizing on AI and hyper-personalized campaigns for increased customer engagement.
