Television advertising volumes fell by 10% in January–June 2025 compared to the same period last year, according to TAM AdEx’s half-yearly report. Despite the decline, FMCG brands and general entertainment channels (GECs)continue to dominate the TV ad landscape.
The Food & Beverages sector led ad volumes with a 22% share, followed by Personal Care/Personal Hygiene at 16%, and Services at 14%. Together, the top 10 sectors contributed nearly 90% of total ad volumes.
Toilet Soaps emerged as the top product category, accounting for 6.2% of total ad volumes. Other high-performing categories included Toilet/Floor Cleaners and Washing Powders/Liquids. New entrants like Aerated Soft Drinks and Ecom-Online Shopping made their way into the top 10, indicating a growing focus on digital-first consumption trends.
Among high-growth segments, Vocational Training Institutes posted the strongest surge with a 3.83x increase, followed by Corporate/Brand Image ads (up 67%) and Ecom-Online Shopping (up 48%). Other notable risers included Non-Aerated Soft Drinks and Paints.
On the advertiser front, Hindustan Unilever (HUL) and Reckitt Benckiser led the pack, with the top 10 advertiserscontributing 47% of total ad volumes. Brand-wise, Harpic Power Plus 10x Advanced topped the list, followed by Dettol Toilet Soaps and Dettol Antiseptic Liquid. Six of the top 10 brands were from Reckitt, and two from HUL.
GECs captured the largest share of ad volumes at 31%, followed by News at 28%, and Movies at 22%. Collectively, the top five genres made up over 95% of total TV ad volumes.
