India’s top 10 advertisers have significantly reduced their television ad spending over the past year, leading to a measurable drop in total ad airtime. According to data from the Broadcast Audience Research Council (BARC), the average weekly television commercial (TVC) duration for these advertisers declined by 14.6 per cent year-on-year. In May 2024, their collective TV ad time stood at 15.30 million seconds per week, peaking slightly in June at 15.71 million seconds.
However, by July 2024, ad volumes had slipped to 13.77 million seconds, before climbing briefly in August (15.12 million) and September (15.29 million). The slide resumed in October at 14.56 million seconds and continued into November at 13.98 million seconds. The lowest point was reached in December, when TVC airtime dropped to just 11.45 million seconds.
Temporary Recovery in Early 2025
While the end of 2024 marked a notable decline, early 2025 saw some signs of recovery. Airtime rebounded to 11.72 million seconds in January, 13.92 million in February, and peaked again at 14.50 million seconds in March. However, this was short-lived, with April and May witnessing renewed dips at 12.74 and 13.07 million seconds, respectively.
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These numbers represent the total advertising time purchased by India’s top 10 TV advertisers, cutting across major sectors including FMCG, telecom, ecommerce, and automotive.
Shift Toward Digital Intensifies
The overall 4 per cent drop in TV ad volumes in 2024—compared to the previous year—is part of a larger strategic shift. With digital platforms offering more targeted engagement, brands are gradually reallocating ad budgets toward online channels. A recent report from TAM AdEx supports this trend, highlighting television’s declining dominance as brands prioritise data-driven outreach in the digital ecosystem.
