TV ad volumes slip 10% in Jan-Sep 2025: Report

TV ad volumes witnessed a slight slowdown in the first nine months of 2025. According to TAM AdEx data for the period January to September 2025, overall TV ad volumes dropped marginally by 10 percent compared to the same period last year.

According to the TAM AdEx Advertising Report, the Food and Beverage sector continued to dominate television advertising, accounting for 21 percent of total ad volumes during January to September 2025. It was followed by Personal Care and Hygiene with 16 percent, Services with 14 percent, Household Products with 10 percent, and Personal Healthcare with 7 percent. Other prominent contributors included Laundry at 5 percent, Hair Care at 4 percent, Building, Industrial and Land Materials at 4 percent, Auto at 3 percent, and Banking at 2 percent. The top five sectors retained their rankings from January to September 2024, underscoring stable advertising patterns across leading categories.

In terms of product categories, Chocolates, Ecommerce Online Shopping, and Aerated Soft Drinks emerged as new entrants in the top 10 list during January to September 2025. Toilet Soaps continued to lead the category chart, maintaining its first position with a 6 percent share of ad volumes. Toilet and Floor Cleaners registered the highest growth in ad volumes, rising by 18 percent, followed by Ecommerce Online Shopping, which saw an impressive 25 percent increase over the previous year.

Among advertisers, Hindustan Unilever Ltd maintained its leadership position from last year, followed by Reckitt Benckiser India and Godrej Consumer Products, which also held onto their second and third spots respectively. Cadbury India climbed up one position this year, while Coca Cola India, Procter and Gamble Home Products, Nestle India, Procter and Gamble, Star India, and ITC rounded off the top 10 list. Nestle India and Star India were the new entrants in this year’s advertiser rankings.

When it comes to preferred television genres, General Entertainment Channels and News continued to lead with a combined 57 percent share of ad volumes during January to September 2025. Compared to the previous year, News, Movies, and Music genres witnessed a minor dip in their ad volume shares, while the GEC genre saw a marginal increase, reaffirming its continued dominance among advertisers.