India’s television advertising market took a battering in 2025, with ad volumes plummeting 11 per cent compared to the previous year. The decline signals a continuing exodus of eyeballs and rupees from the small screen, though the second quarter offered a brief respite with 6 per cent growth before momentum fizzled out.
TAM Media Research, which monitors over 600 channels, found that the final quarter of 2025 saw volumes drop 10 per cent from the third quarter, a worrying deceleration as the year limped to a close.
Food and beverages dominated the airwaves with a 21 per cent share, whilst personal care and hygiene claimed 15 per cent. But the real story lies in who’s spending: Hindustan Unilever retained its crown with 14 per cent of total ad volumes, though Reckitt Benckiser emerged as the brand powerhouse, claiming seven of the top ten advertised brands.
Dettol toilet soaps led the charge, followed by Harpic Power Plus and Dettol antiseptic liquid. Lizol Shakti rocketed up more than 17 positions to seventh place, demonstrating that Indians’ obsession with cleanliness remains robust. Toilet and floor cleaners saw the highest growth in ad volumes, up 13 per cent, suggesting the pandemic’s hygiene legacy endures.
The advertising landscape saw unexpected movers. Retail jewellers vaulted from 16th to ninth position, whilst vocational training institutes exploded with 2.5 times growth. E-commerce matrimonial services surged 35 per cent, and branded jewellery glittered with 76 per cent growth.
General entertainment channels and news together hoovered up 56 per cent of ad volumes, with the top five genres accounting for over 92 per cent of the total, a concentrated market that leaves little room for niche players.
Co-branded advertising with films generated 571 hours of airtime, with Pushpa 2 partnerships alone commanding 23 per cent of movie tie-in ads. Comfort fabric conditioner led brand-film associations, followed by Cadbury Gems.
The numbers paint a stark picture: television’s grip on India’s advertising pie is loosening, even as certain categories (cleaners, jewellers, online matrimonials) bet heavily on the medium. Whether this represents a temporary blip or structural decline, advertisers are clearly hedging their bets elsewhere.
