India’s television advertising market has lost some of its fizz. Between January and September 2025, ad volumes on TV fell 10% year-on-year, even as consumer goods giants and e-commerce brands fought to keep the airwaves buzzing, according to TAM AdEx data.
FMCG Still Owns Prime Time
Despite the slump, FMCG continues to bankroll Indian television. The Food and Beverages sector cornered 21% of all ad volumes, topping the charts again. Add personal care, household products and healthcare, and FMCG-linked categories together comprised nearly 90% of what aired on TV.
Hindustan Unilever Ltd (HUL) and Reckitt Benckiser India once again ruled the screens. The two companies alone accounted for a significant chunk of total advertising seconds. Reckitt’s brands Harpic, Dettol and Lizol dominated the top 10 list, while HUL’s Surf Excel and Close-Up were among the few non-Reckitt names that broke through.
Together, the top 10 advertisers contributed 42% of total ad volumes.
Toilet Cleaners, of All Things, Are Having a Moment
Among 175 growing categories, toilet and floor cleaners saw an 18% jump in ad volumes, the highest growth of any product type this year. E-commerce platforms weren’t far behind, expanding their TV ad presence by 25%, suggesting that even as online brands pour money into digital media, television’s reach still matters when it comes to mass visibility.
Meanwhile, toilet soaps held on to their title as the most advertised category with a 6% share of ad volumes. New entrants such as chocolates and soft drinks made it to the top 10 for the first time—brands clearly betting on impulse categories to stand out in a crowded consumer market.
Where the Ads Still Air
General entertainment channels (GECs) and news networks together drew 57% of all TV ad seconds, showing that despite audience fragmentation, big brands still prefer tried-and-tested formats with nationwide reach. Movies and music channels, on the other hand, saw a marginal dip in their share.
With over 6,100 advertisers and nearly 10,000 brands active between January and September, television remains a key piece of India’s media mix, but its growth story is slowing.