Toilet soaps dominate Indian TV advertising in 2025
India’s television advertising market has lost some of its fizz. Between January and September 2025, ad volumes on TV fell 10% year-on-year, even as consumer goods giants and e-commerce brands fought to keep the airwaves buzzing, according to TAM AdEx data.
FMCG Still Owns Prime Time
Despite the slump, FMCG continues to bankroll Indian television. The Food and Beverages sector cornered 21% of all ad volumes, topping the charts again. Add personal care, household products and healthcare, and FMCG-linked categories together comprised nearly 90% of what aired on TV.
