TV Ad Volumes Slip 7% in First Seven Months of 2026; FMCG Holds Top Spot
CE DESK 
Television advertising volumes in India declined 7% during January-July 2026 compared to the same period in 2025, according to the latest TAM AdEx report tracking indexed ad activity across more than 600 channels. The contraction follows a 9% drop in the corresponding seven-month window of 2025, signaling a continued recalibration in advertiser spending amid shifting media budgets.
Despite the overall dip, FMCG categories remain the backbone of television advertising. Food and beverages emerged as the largest sector, accounting for 23% of total ad volumes during the period. Services followed with 16%, while personal care and personal hygiene contributed 15%. Household products, personal healthcare, hair care, and BFSI rounded out the top sectors, collectively representing nearly 90% of television advertising volumes.
Soaps, floor and toilet cleaners, e-commerce platforms (entertainment, social media, and media), chocolates, and toothpastes ranked as the top five most advertised categories. Washing powders and liquids, biscuits, milk beverages, aerated soft drinks, and jewellery retail outlets featured among the top ten, which together contributed 33% of ad volumes in the January-July 2026 timeframe.
Reckitt Benckiser (India) led the list of top television advertisers, with FMCG companies dominating the rankings. The top ten advertisers collectively accounted for 43% of television advertising volumes, underscoring the concentration of spending among major consumer-facing brands even as overall volumes contract.
Industry observers attribute the decline to brands progressively reallocating budgets toward digital and performance-driven platforms, particularly quick commerce and retail media networks. While linear TV faces pressure, Connected TV (CTV) continues to attract diversified advertiser mixes during premium sports properties, suggesting a structural shift rather than complete exit from large-screen advertising.
