{
  "id": 2421313,
  "title": "TV ad volumes drop again in January-July",
  "url": "https://urgent.news/2026/08/21/tv-ad-volumes-drop-again-in-january-july",
  "topic": "business",
  "section": "Business",
  "published": "2026-08-21T18:21:32.000Z",
  "source": {
    "name": "The Economic Times",
    "slug": "the-economic-times",
    "url": "https://economictimes.indiatimes.com/industry/media/entertainment/media/tv-ad-volumes-drop-again-in-january-july-amid-big-digital-shift/articleshow/133411926.cms"
  },
  "original_language": "en",
  "account": "Television ad spending dropped 7% from January to July 2026 compared to the same period in 2025, according to ad market tracker TAM AdEx. The decline is part of a larger trend shifting advertising spend towards digital channels. Linear TV ad revenue fell 10.3% in 2025 due to a 11.5% drop in ad volumes, as brands increased budgets for point-of-sale advertising and the ban on real money gaming hurt sports-related ads. TV advertisers decreased by 3% from 2024 to 7,275 in 2025. Food and beverages led TV ad volumes at 23%, followed by services at 16% and personal care at 15%. The top 10 sectors accounted for nearly 90% of ad volume. Toiletries led the top 10 categories with a 6.3% share, followed by cleaners and ecom-media/social media at 3.8%. Biscuits entered the top 10 at seventh place with a 2.4% share. While overall ad volumes fell, several categories saw significant growth, including ecomm/other services up 10.2 times, hairdressing up 3.8 times, fitness equipment up 2.9 times, noodles/pasta up 67%, and life insurance up 46%. FMCG companies dominated the advertiser rankings, with Reckitt Benckiser topping the list. General entertainment was the largest advertising genre at 30%, followed by news at 25% and movies at 23%. The top five genres made up over 90% of TV ad volumes. Broadcasters cited macroeconomic concerns and regional volatility affecting advertisers' spending patterns for the weakened advertising environment.",
  "summary": null,
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}