114 India’s TV advertising sector, long considered the backbone of traditional media revenue, has seen a significant dip in 2025 as fast-moving consumer goods (FMCG) companies — its largest advertisers — tighten marketing budgets and redirect spends to digital platforms. Industry estimates indicate that television ad revenue could fall by 8–10% year-on-year, marking one of the sharpest contractions in over a decade. Leading FMCG brands are reportedly cutting back on mass broadcast campaigns, focusing instead on data-driven digital outreach and regional influencer marketing. Media planners say the trend reflects a broader realignment in advertising strategy, with marketers prioritising ROI and precision targeting over reach-based spending. “Digital allows brands to measure performance in real time, something television still struggles with,” said a senior media executive quoted in the report. Broadcasters, particularly in the general entertainment and news segments, are facing revenue pressures, forcing them to renegotiate ad rates and restructure inventory packages. Some networks are also exploring cross-platform advertising models, offering integrated digital-TV bundles to retain key clients. Experts caution that the pullback from FMCG advertisers — which historically account for nearly 50% of TV ad spends — could impact the broader media value chain unless festive and sports-driven campaigns in Q4 reverse the trend. The shift underscores how India’s advertising landscape continues to evolve, with digital ad revenue projected to surpass television by 2026. You Might Be Interested In Snapchat Launches “Spotlight Boost” to Help Brands Amplify Creator Content Gamification Turns Brands Into Experiences—Not Just Messages Kimberly-Clark to acquire Kenvue, owner of Band-Aid and Neutrogena, in a $48.7 billion deal AI Browsers Set to Redefine Brand Marketing Ownership Mower Secures Fourth Consecutive ANA Agency of the Year Title The content creator economy is driving India’s retail boom
