Television advertising for E-commerce- Online Shopping platforms surged 48% in January- June 2025 compared to the same period in 2024, making it one of the fastest-growing categories on Indian TV, according to the latest TAM AdEx half-yearly report.
The sector joined the list of top 10 advertising categories for the first time, alongside Aerated Soft Drinks.
Overall, TV ad volumes saw a 10% drop in the first half of 2025, signalling a recalibration in advertiser spending. FMCG brands, however, continued to dominate the space, with Hindustan Unilever (HUL) topping the advertiser list and Reckitt Benckiser accounting for six of the top 10 advertised brands.
The Food and Beverages sector retained the number one spot with a 22% share of ad volumes, followed by Personal Care/Personal Hygiene at 16%. Toilet Soaps led the category rankings, while Toilet/Floor Cleaners emerged as the fastest-growing category overall, with a 16% rise in ad volumes.
Among brands, Harpic Power Plus 10x Advanced was the most advertised, followed by Dettol Toilet Soaps and Dettol Antiseptic Liquid. The top 10 brands together contributed 11% of total TV ad volumes.
From a genre perspective, General Entertainment Channels (GECs) continued to outperform news channels, holding the largest share of advertising time, with the top five channel genres together capturing more than 95% of ad volumes.
