Dear Readers,

The media and entertainment sector is navigating a critical period of transition. The industry is grappling with profound shifts in technology and audience behavior, marked by cautious spending from advertisers. The following three stories highlight a strategic realignment across the board, from ad budgets to a renewed focus on capturing attention in a fragmented digital world.

Let’s dive in:

TV ad volumes decline 10% in H1 2025 amidst cautious spending

Television advertising volumes in India decreased by 10 percent in the first half of 2025 compared to the same period last year, according to a TAM AdEx report. The decline reflects a period of strategic recalibration in advertiser spending patterns, with brands shifting their media mix.

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Why you should care: The decline indicates cautious spending and a shift in media mix, driven by changing consumer habits and economic factors.

CTV gains ground as advertisers shift budgets from traditional TV

Advertisers are moving a growing portion of their budgets from traditional television to Connected TV (CTV). The rise of affordable smart TVs and increasing broadband access has accelerated this shift in India. Unlike traditional TV, which relies on broad audience ratings, CTV offers advertisers the precision of digital platforms, allowing them to target specific audiences and measure campaign performance with greater accuracy.

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Why you should care: The shift to CTV enables a data-driven approach to media planning. Advertisers can achieve precision targeting and real-time optimisation, which leads to more effective campaign performance.

Navigating the New Gaze: What waning attention means for brands in India

A recent study indicates that brands in India face a significant challenge in capturing the attention of Gen Z, a demographic with a projected $2 trillion spending power by 2035. The report highlights that human attention is now the most powerful predictor of business growth. Traditional metrics such as view-through rates are no longer sufficient, as Gen Z pays 34% less attention to ads on traditional social platforms.

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Why you should care: Marketers must adopt an attention-based measurement strategy. Success requires creative execution with immersive formats and a multi-platform presence to engage audiences effectively.

More from this week

Disney cuts projected loss from its stake in JioStar to $200 million for FY25

India's PVR Inox loss more than halves as 'F1', other hits draw moviegoers

Omnicom-IPG: Marriage of equals or playing chess?

JioStar bags exclusive US Open broadcast rights for 5 years

Big FM elevates Sunil Kumaran as CEO

That's all for this week's Media & Entertainment roundup. We hope the insights on shifting ad budgets, the growth of CTV, and the new demands of audience attention help you navigate the industry's changes.

What trends are shaping your strategy? Let us know on LinkedIn and tag @ETBrandEquity to share your thoughts.

Until next time,
Team ETBrandEquity

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