By Tam Media

Copyright thehindubusinessline

Advertisers took a head-start in pushing out festive campaigns this year with Goods and Services Tax (GST) rationalisation and release of some big TV favourites. As a result advertising activity surged in August 2025 after a sluggish first half.

Food and beverages sector reported the highest increase in ad frequency between July and August with growth of 11 per cent, along with auto sector that reported 66 per cent growth, as per data shared by TAM Media.

In terms of absolute numbers, these two were among the top two verticals for ad frequencies, although textiles/clothing also reported an 85 per cent growth.

Interestingly, telecom/internet service providers witnessed 30 times the growth, the highest among the Top 10 sectors, although experts doubted the numbers were high to begin with.

Ad volumes drop

For the first half of this year, TAM in its Adex report had reported a 10 per cent drop in ad volumes on TV.

Events like the Competition Commission of India (CCI) raid on major media agencies and Operation Sindoor had driven down ad rates for products like the Indian Premier League (IPL) as well, indicating a strategic recalibration in advertiser spending.

However, with the uptick in August and the closing of the Hindu month ‘Ashaada,’ media agency sources speaking to businessline voiced hope that these numbers will grow and consumer interest in high-valued items such as automobiles returns.

Ambi Parameswaran, Brand Strategist and founder of brand advisory Brand Building, suggested advertisers may have begun advertising before the peak season, since auto purchase takes a month or two to decide. The festive season is coming early this year with Diwali and Dussehra in October and Vishwakarma Puja in late September.

“It’s quite possible they have increased these spends ahead of the festive season. Companies are also probably seeing some improvement in rural demand, which has been picking up this year I’m told,” said Parameswaran.

Another important factor to influence the increase in ad frequencies was the GST announcement by the Prime Minister during Independence Day, said Lloyd Mathias, Marketer and Business Strategist. He pointed out that a lot of categories suddenly got far more active, recognising that there would be more advancement of purchase, considering reduced prices.

Moreover, this is the first time in a while that advertising has not been hindered by political pauses owing to the Moral Code of Conduct norms that restricted some categories from advertising.

“This year has been completely free for the first eight-nine months. We have state elections coming but it’s been relatively election-free,” said Mathias.

The brand strategist also attributed the jump in ad frequencies to a lot of big TV events such as the India-England series, the relaunch of Kaun Banega Crorepati, a perennial favourite and Saas Bhi Kabhi Bahu Thi, that showed the return of Smriti Irani to the small screen.

Published on September 18, 2025