India's TV Ads Rise 14% in 2024 Amid Movie Partnerships

In 2024, television advertising in India saw a 14% increase in ad volumes compared to 2020, although it declined by 4% from 2023, driven primarily by the Food & Beverages sector, which held a 21% share. Co-branded advertising continued to rise, with over 60 films partnering with brands to produce more than 770 hours of TV ads, with 'Pushpa 2' being a significant contributor. Movie-brand partnerships have evolved, focusing on creating emotional connections that allow consumers to engage with the film narratives, as seen with the massive marketing success of 'Barbie' and 'Wicked'. As the media and entertainment industry in India anticipates Budget 2025, industry leaders are urging for tax reductions on movie tickets and policies to stimulate advertising growth, as cinema footfalls remain below pre-Covid levels. Experts highlight that India’s media and entertainment sector has significant growth potential, currently contributing less than 1% to GDP. The call for measures to enhance cinema accessibility includes reducing GST on tickets and incentivizing multiplex developments.