Television advertising volumes fell 7% in Jan-Jul 2026 compared to the same period last year, according to TAM AdEx. Despite the dip, Food & Beverages remained the largest sector, contributing 23% of ad volumes, followed by Services at 16% and Personal Care/Hygiene at 15%. Toilet Soaps led at the category level with a 6.3% share, followed by Toilet/Floor Cleaners and Ecom-Media/Entertainment/Social Media.
Ecom-Other Services posted the sharpest growth, with volumes rising 10.2 times year-on-year, while Biscuits entered the top 10 categories for the first time, growing 2.1 times. Other Hair Dressing and Fitness Equipment/Clinics also recorded strong gains.
FMCG companies dominated the advertiser rankings, with Reckitt Benckiser topping the list, followed by Hindustan Unilever and Godrej Consumer Products. Cadburys, Coca-Cola, Nestle, P&G, Wipro Enterprises and Britannia also featured in the top 10, with Google entering at number 10. Together, the top 10 advertisers accounted for 43% of TV ad volumes.
Reckitt Benckiser also led the brand rankings, with Harpic Power Plus 10x Total Clean the top brand overall. General Entertainment Channels held the largest genre share at 30%, followed by News at 25% and Movies at 23%, with GEC and News together accounting for 56% of total TV ad volumes.
