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Commercial breaks on television have been fewer with television ad volumes dipping 10 per cent in the first half of Calendar 2025 over the same period last year. FMCG players dominated ad volumes during this period.
“Television ad volumes (indexed ad volumes per channel) during January-June witnessed a modest 10 per cent correction compared to the same period last year, indicating a phase of strategic recalibration in advertiser spending,” a report by AdEx India, a division of TAM Media Research noted. The analysis focuses on commercial breaks in terms of secondages for TV.
The period was marked by continued urban sluggishness in demand and volatility in geopolitical conditions. At the same time, advertisers have been gradually shifting ad spends to digital.
Food and beverage, with 22 per cent share of ad volumes on television, was the leading sector followed by personal care and personal hygiene with a 16 per cent share. Services, household products, personal healthcare, laundry, hair care, building and infrastructure, automobiles, and banks and financial services were among the top ten sectors in terms of share of ad volumes on television.
Top 10 categories
Soaps (6.2 per cent), toilet and floor cleaners (5.4 per cent), washing powder and liquids (3.7 per cent), e-commerce and social media (3.7 per cent) and toothpastes (3.1 per cent) were the top ranked categories to be advertised on TV in terms of share of ad volume during this period. Milk beverages, aerated drinks, chocolates, online shopping and shampoos emerged among the top ten categories.
“These top ten categories cumulatively contributed 33 per cent to ad volumes in the January-June 2025 period,” the report added.
Hindustan Unilever, Reckitt India, Godrej Group, Coca-Cola India, Procter & Gamble, Mondelez India (Cadbury India), GlaxoSmithKline Group, PepsiCo India, Nestle India and Tata Group were the top ten advertisers in the first half of the year. “The top ten advertisers together added 47 per cent share of ad volume during the January-June period in 2025,” the report noted.
During this period, over 6,600 brands were advertised on television. “General Entertainment Channels (32 per cent share of ad volumes) outperformed news channels (26 per cent share of ad volumes) as the leading genre for advertising during this period,” the report noted.
Published on August 9, 2025
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