TAM AdEx has reported that television advertising volumes have dropped marginally by 10% during January–September 2025 compared to the same period in 2024. Despite the dip, Food & Beverage has continued to dominate with a 21% share of ad volumes, followed by the Personal Care/Personal Hygiene and Services sectors.
The report has shown that Toilet/Floor Cleaners have witnessed the highest increase in ad volumes, marking an 18% growth over the previous year. E-commerce, particularly online shopping, has also registered a 25% rise in advertising presence.
According to the findings, Hindustan Unilever (HUL) has retained its position as the leading advertiser across both years, with Reckitt Benckiser (India) following closely. The top 10 advertisers have together contributed 42% of total TV ad volumes, with new entrants like Nestle India and Star India joining the list this year.
Among brands, Harpic Power Plus 10x Advanced has continued to top the charts, while five of the ten leading brands have belonged to Reckitt Benckiser and two to HUL.
In terms of viewership trends, General Entertainment Channels (GEC) and News channels have remained the most preferred genres, collectively accounting for 57% of total ad volumes. The top five channel genres together have contributed over 92% of total advertising share on television.
Overall, the TAM AdEx report has highlighted steady leadership among key advertisers and categories despite a slight contraction in total ad volumes across television for the January–September 2025 period.
