Indian companies are reducing ad spending as elevated crude prices and geopolitical tensions lead to cautious consumer sentiment and increased input costs. This trend is accelerating a shift towards digital media, performance marketing, and ROI-focused campaigns, with Connected TV (CTV) advertising projected to double by 2026 in India.
This immediate tightening of Indian ad budgets signals a broader industry move towards efficiency and measurable outcomes. With digital now comprising 60% of India's ad market, and linear TV showing zero value growth, the shift indicates a permanent change in media allocation. This trend reinforces the need for streaming platforms and ad tech providers to offer precise targeting and conversion-tracking capabilities. Watch for Q3 and Q4 festive season ad spend data to confirm whether this caution becomes a prolonged industry recalibration or a temporary adjustment.
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