The CTV situationship: Why some brands want commitment, others just dates

Valentine's Day is upon us, a time for declarations of love and commitment. But in the world of advertising, not all relationships are created equal. Some brands are ready to swipe right on a serious, long-term commitment to Connected TV (CTV) advertising, while others are content with a casual fling, only showing up for the high-profile events, like that one charming cricket tournament we all know and love.

According to the Pitch Madison Advertising Report 2025, CTV advertising in India grew by almost 35% in 2024, reaching an estimated market size of close to Rs. 1,500 crore. By the end of 2025, projections estimate 50-60 million CTV households, with ad revenue potentially hitting Rs 2,300-2,500 crores. But who exactly is buying all this ad space, and why?

Shantanu Bhattacharyya, EVP at LS Digital, says, “Brands' relationship with CTV has largely been event-driven, with investments peaking during high-impact moments like the IPL, World Cup, or major entertainment launches.” It's like showing up with roses only on February 14th, then disappearing until next year. Bhattacharyya points to brands like Tata Neu, which might run a high-impact CTV campaign during the IPL but then shift back to performance-driven digital marketing.

As a CTV ad executive told us, “CTV is still a small piece of the digital pie over all. It must be between 2% and 5%, in my estimate. A big chunk of digital ad spend is still performance driven. While big spenders are sitting with Meta, Google, and Amazon; for consumer packaged goods (CPG), their money is going to quick commerce and retail media.”

This begs the question: is CTV just a shiny new toy that brands pull out for special occasions? Rajiv Rajagopal, Business Head, Advanced TV, GroupM Nexus, disagrees saying that he would have agreed with the premise two years ago, but, “While major cricketing events like the IPL, World Cup, and bilateral tournaments do generate high demand for CTV advertising, today, we are seeing widespread adoption among CPG/FMCG brands that consistently invest in the medium as part of their always-on strategy across various categories. Regular spenders include CPG, personal care, e-commerce, jewellery, BFSI, broadcasting media, appliances, and QSR.” This suggests that some brands see the long-term potential and are willing to put in the work to make the relationship last; ‘tis truly inspiration for the rest of us.

The PMAR 2025 suggests that in 2024, linear TV advertising did see some growth, driven primarily by elections and major events like the IPL and World Cup. However, digital continued its rapid expansion, with a growing CTV base further reshaping the landscape. As a result, Linear TV AdEx faced increasing pressure, particularly in the last three quarters, with several advertisers spending below expectation. In 2025, TV's growth is expected to maintain a steady but slower pace. The report anticipates TV will increase by Rs 2,000 crores, growing at 6% in 2025, bringing the total to Rs 36,520 crores.

But why the hesitancy from some brands for CTV? As Bhattacharyya notes, “mass-market FMCG brands like HUL's Wheel detergent, Parle biscuits, or telecom brands like Jio and Airtel prioritize reach over precision. Since CTV does not yet offer the same scale as traditional TV, these brands prefer investing in platforms that give them wider exposure at a lower cost, such as linear TV, YouTube, and social media.” It’s a classic case of wanting to date the entire town rather than settling down with one, or even a select few, depending on personal choices and philosophies.

Shreya Sachdev, Associate Director and Head of Marketing, Puma India, believes this comes down to budget. “CTV audiences can only be accessed by paying. Given that most brands may spend some minimal baseline performance advertising spends throughout the year, but do at scale investments not more than a couple of times a year at best, by that very logic, it eliminates CTV from being an always-on platform for most brands.” Puma cleverly took advantage during a cricket tournament using real time activations through their Dive campaign, with Puma ads being triggered every time an Indian player dived on the field.

Indeed, while noting that these are migratory problems and will go away with time, Prabhvir Sahmey, Senior Director, Samsung Ads, generally the sometime hesitation of brands is due to the scale of CTV, followed by measurement, pricing, and an agency's inclination of including CTV in the ad spends plan. “The nature of the device hasn't changed, meaning that people continue to watch TV as users, and because there is so much to choose from, the viewership is quite scattered. So, from a marketing lens (when we talk about scale), this becomes apparent a planning problem - as to where are the most audiences on the TV, and so where to spend the ad dollars.”

According to Bhattacharyya, premium brands like Mercedes-Benz India, Apple India, and Nespresso are all-in on the CTV love, because the audience is more likely to be consuming content via smart TVs or streaming services, and are increasingly seeing that you simply can't just repurpose the same linear TV ad onto CTV without losing its impact. They’re sending thoughtful gifts and writing love letters, rather than just forwarding a generic meme.

Pointing out that CTV advertising is central to their strategy, Gaurav Sinha, Head of Marketing and PR at Audi India, says, “We believe in staying connected with our audience in impactful ways. By leveraging CTV's precise targeting capabilities, Audi India is delivering immersive, high-impact content to India's premium viewers. This is enhancing our brand visibility and also creating meaningful engagement with potential customers in the comfort of their living rooms. This innovative approach ensures Audi India stays ahead in the digital race, driving both brand loyalty and sales in India's competitive luxury car market.”

CTV now accounts for approximately 25% of total TV households in the country and has become an essential medium for marketers, as per Rajagopal, with adoption no longer limited to metro cities, as GroupM is witnessing significant penetration across Tier 1 and Tier 2 towns.

He says, “The primary advantage of CTV is that it allows consumers to stream content at their convenience, breaking the traditional pattern of appointment viewing, except for live sports... CTV is increasingly being adopted by brands looking to target specific geographies and refine their marketing communications to align with business objectives.” One could say, they're planning romantic getaways to exotic locations, not just grabbing a quick coffee at the local café.

So, this Valentine's Day, take a moment to consider your brand's relationship with CTV. Are you ready to commit, or are you just looking for a fling? The choice, as always, is yours. Just remember, a little consistency can go a long way in the world of advertising, just like in love.