Advertising Trends in India
This cluster explores the evolving landscape of advertising in India, highlighting significant trends in digital and traditional media, particularly in relation to FMCG and the impact of the Union Budget 2026.
FMCG Dominates TV Advertising
FMCG remains the largest contributor to TV advertising, despite a 4% decline in spending.
Digital AdEx Growth
India's digital AdEx is growing and aligning with global trends, indicating a shift in advertising strategies.
Impact of Union Budget 2026
The Union Budget 2026 is viewed as a catalyst for boosting India's digital-first content economy.
TV Advertising Resilience
Despite digital growth, TV advertising remains indispensable for sectors like FMCG and real estate.
Ad Rates Surge
News channel ad rates are projected to increase up to four times following the Union Budget 2026.
BFSI, Retail, Clothing, Fashion and Jewellery, and E-commerce have also stepped up investments in Print, PMAR 2026 reveals
At the unveiling of PMAR 2026, Sam Balsara, Chairman of Madison World, spoke on the structural shifts reshaping the Indian advertising industry
According to the Pitch Madison Advertising Report 2026, the data shows that the pressure on television was not limited to one or two sectors
Pitch Madison Advertising Report 2026 shows structural shifts across categories, signalling a more selective and premium future for television
According to dentsu e4m Digital Advertising Report 2026, digital now commands 64% of FMCG’s budget, up from 53% in 2024, while television has slipped sharply to 29% from 40%
Deeper trade integration could lift media spending in newly competitive categories—but the upside will be selective and gradual, say experts
Experts say the medium remains unmatched for scale, trust and mass storytelling — particularly in semi-urban and rural markets where household purchase decisions dominate
FMCG, BFSI, auto brands among prominent advertisers
Leaders across TV, streaming, ad-tech & content creation say focus on digital infrastructure, AI capability, skilling lays groundwork for how content will be produced and distributed
Industry leaders noted that the emphasis on continuity, manufacturing and infrastructure provides greater policy visibility and confidence for long-term investments