TV ad volumes declines 10% in H1 2025 amidst cautious spending, ETBrandEquity

Television ad volumes saw a 10 percent decline in the first half of 2025, according to a TAM AdEx report, reflecting a broader industry-wide slowdown and a more cautious approach to spending by advertisers.

The Fast-Moving Consumer Goods (FMCG) sector remained the largest contributor to television advertising volumes, though companies adopted differing strategies. In Q4 FY25, Hindustan Unilever (HUL) reduced its ad spend by 6.5 percent to INR 1,510 crore, while Dabur’s outlay dropped to INR 176.4 crore from INR 183.6 crore in Q4 FY24. Meanwhile, Godrej Consumer Products marginally increased spending to INR 310.07 crore, and Marico posted a 35 percent year-on-year increase to INR 305 crore.

The trend continued into Q1 FY26. HUL’s ad spend declined by 1.4 percent to INR 1,656 crore from INR 1,681 crore in the corresponding period last year. Dabur also reported a 14.38 percent drop in spending to INR 201.96 crore from INR 235.89 crore. In contrast, Marico continued its upward trajectory, increasing its advertising expenditure by 24.5 percent during the quarter.

As per the report, within categories, the top ten accounted for 33 percent of total advertising volumes in the first half of 2025. Six of these showed a positive shift in rank compared to the same period in 2024. Aerated soft drinks and e-commerce – online shopping entered the top ten list for the first time. Toilet Soaps and Toilet or Floor Cleaners maintained their previous rankings. Toilet or Floor Cleaners recorded the highest growth in advertising duration with a 16 percent increase over H1 2024, followed by e-commerce – online shopping, which posted a 48 percent rise.

Hindustan Unilever (HUL) was the leading advertiser on television between January and June 2025, followed by Reckitt. The top ten advertisers together accounted for 47 percent of total ad volumes. Coca-Cola India, GlaxoSmithKline, Nestlé and Tata registered upward shifts in ranking. Also, Nestle India and Tata (G) were the new entrants.

More than 6,600 brands advertised on television during the six-month period. Among the top ten brands, six belonged to Reckitt Benckiser and two to HUL. Also, the top ten brands contributed 11 percent share of television ad volumes

Meanwhile, General Entertainment Channels (GECs) continued to attract the highest share of advertising volumes, ahead of news channels, mirroring the trend seen in H1 2024. The top five channel genres contributed over 95 percent of total ad volumes in both years.

• Published On Aug 8, 2025 at 02:42 PM IST

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