India’s advertising industry witnessed robust growth in the first half of 2025, according to a report by Excellent Publicity, with television emerging as the undisputed leader. While new-age digital platforms often dominate conversations, the numbers reveal that traditional media still commands massive advertiser confidence, particularly when it comes to reach, engagement, and trust.
Television: The Clear Winner
Television ad spends surged by 27% year-on-year, demonstrating that TV continues to be the most powerful medium for mass reach.
- Star India led the pack as the top advertiser.
- Jio Hotstar stood out as the most advertised brand.
- Sports channels captured a remarkable 68.5% of TV ad spends, fueled by cricket tournaments and other major events.
The findings suggest that while digital platforms are growing, live sports and prime-time television continue to attract unmatched advertiser attention.
Print Media’s Strong Comeback
After facing years of disruption from digital platforms, print advertising rebounded with a 26% increase compared to the same period in 2024.
- Maruti Suzuki topped the list of print advertisers.
- Rajasthan emerged as the leading state for print ad placements, reflecting the medium’s enduring relevance in regional and semi-urban markets.
This rebound signals a renewed trust in print, especially for categories like automobiles, FMCG, and real estate, where credibility and detailed messaging matter.
Radio Maintains Local Power
Radio ad spends grew by 4%, proving its continued importance in hyper-local and community-driven marketing.
- Categories like real estate and automobiles dominated the radio space.
- Radio’s relatability, affordability, and ability to localize content make it an attractive option for regional advertisers.
In an era of fragmented attention, radio continues to “keep the connection local and relatable,” as Vaishal Dalal, Co-founder and Director of Excellent Publicity, pointed out.
Digital Advertising Faces a Slowdown
Interestingly, digital was the only laggard, with ad spends declining by 12% in H1 2025. This comes as a surprise given digital’s consistent rise in recent years.
However, Amazon emerged as the top spender on digital platforms, showcasing the category’s continued importance for e-commerce giants and consumer tech companies.
The dip may indicate that advertisers are recalibrating their digital strategies, focusing on targeted, sharper campaigns rather than sheer volume. Rising ad costs, data privacy regulations, and increasing consumer fatigue around online ads could also be contributing factors.
The Bigger Picture
The report highlights an important trend: advertisers are seeking balance across traditional and digital channels, choosing media that aligns with consumer behavior and campaign goals.
- TV remains unbeatable for mass visibility and impact.
- Print is regaining relevance by offering trust and credibility.
- Radio continues to win with regional reach and relatability.
- Digital, though slowing in volume, is evolving to become sharper and more performance-driven.
Conclusion
India’s ad market in H1 2025 shows that traditional media is far from obsolete. Instead, it is thriving alongside digital, carving out unique roles in an increasingly complex ecosystem. As Dalal notes:
“TV still captures attention, radio keeps the connection local and relatable, print is earning back trust, and digital is becoming sharper and more targeted.”
For advertisers, the lesson is clear — the future of ad spends in India will not be dominated by a single medium. Instead, an integrated approach that blends the reach of television, the credibility of print, the intimacy of radio, and the precision of digital will define success.
