TV advertising projected to grow 6% in 2025: PMAR

The Indian television advertising market witnessed sluggish growth in 2024, reaching Rs 34,453 crore, marking a mere 5% increase—the slowest in the past seven years, stated the Pitch Madison Advertising Report unveiled on Wednesday. According to the report, TV AdEx for the fourth quarter de-grew by 13% owing to poor festive season demand. Another big blow to the TV industry was the drop in advertiser number by 23% in 2024.

In 2023, the number of advertisers in TV stood at 11,127 and dropped to 8,653 in 2024, the report said, adding that many erstwhile TV advertisers are moving to digital. TV remained the largest medium till 2021 but 2022 onwards its ad ex share started dropping. From 34% in 2022, it dropped by one percent each year till 2024.

Among advertisers, the Fast-Moving Consumer Goods (FMCG) sector remained dominant on TV, showing a 3% growth and contributing 46% of total ad category spends. Meanwhile, Hindi General Entertainment Channels (GECs) and sports continued to be the backbone of TV advertising, collectively accounting for 8% of overall TV ad volume. Regional TV advertising also saw notable traction, registering a 9-12% growth rate.

Despite the underwhelming performance in 2024, industry analysts predict a revival in 2025. According to the report, India’s total ad expenditure is expected to reach ?1.2 lakh crore, reflecting an 11% yearon-year increase from ?1.08 lakh crore.

This surge will be primarily fueled by major sporting events, including the IPL, ICC Champions Trophy, Asia Cup, and India’s bilateral cricket series, all of which are expected to drive both TV and digital advertising revenues.

Specifically, TV advertising is projected to grow by 6% in 2025, reaching ?36,500 crore. While this growth is still moderate, the industry remains hopeful that large-scale events and a strong push from sports and entertainment content will sustain TV’s relevance amid the rising dominance of digital platforms.

With the evolving media landscape, advertisers are expected to adopt integrated TV and digital strategies, leveraging high-impact events to maximize audience engagement. As the competition between digital and television intensifies, 2025 will be a crucial year for the Indian advertising industry.

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