TV continues to lead among traditional formats with 21% share: dentsu-e4m report

Digital media has emerged as the dominant force in India’s advertising landscape, accounting for ₹71,621 crore and commanding a 59% share of the total industry, according to the dentsu-e4m Report on Digital Advertising in India 2026. The milestone reflects a structural shift in how brands engage audiences, underscoring both the scale and growing sophistication of the country’s digital ecosystem.

Television continues to lead among traditional formats with a 21% share, translating to ₹25,964 crore, sustained by live sports, high-impact entertainment and regional programming. Print follows with 14% or ₹16,594 crore, maintaining relevance through trust-led visibility in key markets and categories.

The broader media mix has transformed significantly over the past decade. The balance between digital and traditional advertising has moved from 12:88 in 2016 to 59:41 today, signalling a systemic and long-term rebalancing of advertiser strategies and priorities.

Media mix tilts decisively toward digital as traditional share narrows

Digital’s rise has been supported by India’s mobile-first internet ecosystem, performance-driven measurability, Digital Public Infrastructure, AI-powered optimisation and the growth of regional and short-video content. Retail media is emerging as the fastest-growing segment, with platforms integrating commerce and media to offer full-funnel advertising solutions. By leveraging large volumes of shopping and streaming signals, these ecosystems aim to directly link ad investments to measurable outcomes and reduce traditional measurement gaps.

The report notes that digital ad spend has climbed sharply from 12% in 2016 to 59% by the end of 2025 and is projected to reach 70% of total advertising spends by 2027. This growth is expected to be driven by expanding digital infrastructure, deeper commerce integration and performance-led outcomes.

OOH only traditional format set to expand; TV and print shares projected to fall

Among traditional formats, out-of-home (OOH) advertising is the only segment forecast to grow over the coming years. It is expected to expand at a 3% compound annual growth rate and reach a 4% share by 2027, supported by digital OOH networks, modernised transit infrastructure and demand for high-impact urban visibility. In contrast, television’s share is projected to decline from 21% to 15%, while print is expected to fall from 14% to 10%, reflecting shifts in content consumption and advertiser preference.

Spends are increasingly being reallocated toward personalised, measurable and commerce-ready channels as audiences migrate to digital video, streaming platforms and short-form formats. AI-led optimisation and outcome-based planning are further favouring formats that offer granular data, while reduced time spent and greater fragmentation are weighing on television and print.

Retail media and performance-led ecosystems power next phase of growth

Sectoral spending patterns reinforce this transition. Telecom, e-commerce, pharmaceuticals and FMCG companies now devote the largest share of their media budgets to digital, relying on precise targeting, performance campaigns and commerce-linked consumer journeys. Television remains important for high-impact visibility in real estate (42%), consumer durables (31%) and FMCG (29%). Print continues to hold strong relevance for government and social organisations (65%), education (53%), retail (49%) and media and entertainment (46%), where trust and localised communication remain priorities.

Together, these trends point to an advertising industry increasingly oriented toward agility, precision and digital-led reach at scale.