India’s television advertising market has seen a slowdown in 2025, with ad volumes falling notably as fast-moving consumer goods (FMCG) companies tighten their spending. According to industry data, the first three quarters of 2025 recorded a 10% drop in TV ad expenditure compared to the same period last year, signaling cautious sentiment among major advertisers.
The decline is largely driven by leading FMCG players trimming their marketing budgets amid tepid consumer demand and inflationary pressures that have dented rural purchasing power. As input costs and distribution expenses remain elevated, companies are prioritizing profitability over aggressive promotional campaigns.
Experts note that while television continues to command a strong share of total ad spends, brands are increasingly diverting budgets toward digital platforms to achieve more targeted and measurable reach. Streaming services, short-form video apps, and influencer marketing have collectively gained traction as FMCG marketers seek higher engagement among younger consumers.
Despite the cutbacks, the FMCG and household goods sectors continue to dominate TV ad space, maintaining their position as the largest category of advertisers. Categories such as personal care, packaged foods, and home cleaning products still account for a significant portion of prime-time commercials.
Industry watchers expect ad volumes to stabilize in the final quarter of the fiscal year, driven by festive demand and potential recovery in rural consumption. However, the overall sentiment remains cautious, with companies closely monitoring market conditions before ramping up media spends again.
