India's TV Ad Volumes Decline 10% As FMCG Giants Lead Spending, Cleaner Products Surge

India's television advertising market experienced a 10% year-on-year decrease in ad volumes from January to September 2025. This downturn occurred even as major consumer goods and e-commerce companies actively advertised. The Fast-Moving Consumer Goods (FMCG) sector continues to be the primary driver of TV advertising, with Food and Beverages alone comprising 21% of ad volumes. When combined with personal care, household products, and healthcare, FMCG-related categories accounted for nearly 90% of all advertisements aired on television.

Hindustan Unilever Ltd and Reckitt Benckiser India were identified as the leading advertisers, with their brands significantly dominating the advertising space. Collectively, the top 10 advertisers contributed 42% of the total ad volumes. Among product categories, toilet and floor cleaners saw a notable 18% increase in ad volumes, indicating a growing focus on these segments. E-commerce platforms also expanded their TV advertising presence by 25%. General entertainment channels (GECs) and news networks attracted the largest share of ad seconds, at 57%.

Impact The decline in TV ad volumes could negatively impact the revenue streams of television broadcasters. Companies heavily reliant on TV advertising, particularly within the FMCG sector, might need to re-evaluate their marketing expenditure and strategies. However, the growth in specific categories like cleaning products could suggest shifting consumer demand or increased marketing efforts in niche areas, potentially benefiting companies in those segments if managed effectively. The overall slowdown signals potential challenges for the media industry's advertising revenue growth. Rating: 6/10

Difficult Terms * Ad Volumes: The total quantity of advertising time or space purchased by advertisers on a particular medium. * FMCG (Fast-Moving Consumer Goods): Everyday items that are sold quickly and at a relatively low cost, such as food, beverages, toiletries, and over-the-counter drugs. * TAM AdEx: A data analytics firm that tracks advertising and media expenditure across various platforms in India. * Prime Time: The period during the day when a television audience is largest, typically evening hours, when advertising rates are highest. * GECs (General Entertainment Channels): Television channels that broadcast a wide variety of non-news programming, including dramas, comedies, reality shows, and game shows.