MUMBAI: The biggest game-changer in the TV ADEX in 2025 will be the operationalisation of the Jio- Star merger, starting with IPL. With a vast pan-India portfolio, over a one-third market share and exclusive rights to key sporting events, especially cricket, Jio-Star will have the leverage to influence pricing. This will be particularly significant in regional markets, especially in the South, where TV demand remains strong.
The 2025 Pitch Madison Report noted that in 2024, television advertising saw 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, TV Adex faced increasing pressure, particularly in the last three quarters, with several advertisers spending below expectation. Looking ahead at 2025, key sporting events such as the IPL, Champion’s Trophy, Asia Cup, and a few India bilateral series will support TV advertising.
However, unlike 2024, there won’t be elections of a similar scale, such as the assembly elections, to drive additional spending. If the budget successfully boosts consumer sentiment and triggers higher spending, it could lead to a surge in demand, positively impacting TV Adex. While digital is expected to continue growing and increasing its market share, TV will remain under pressure. That said, there has been a noticeable shift back to television by certain brands, particularly for high-impact shows, alongside some organic growth from FMCG brands.
In 2025, TV’s growth is expected to maintain a steady but slower pace. The report anticipates that TV will increase by Rs 2,000 crores, growing at 6% in 2025, bringing the total to Rs 36,520 crores. However, its share of the total ad spend is likely to decline further, settling at 30%, keeping it as the second-largest medium after Digital. On the positive side, India’s television market shines globally, with both its market share and growth rate far higher than global, which is at 13% share and an estimated -5% degrowth.
