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News genre TV ad volumes fall 7% in Jan-Jul; F&B leads with 14% share, Reckitt stays top advertiser
Our read
News-genre TV ad volumes fell 7% in January-July 2026, a gentler drop than last year's 15%, so brands can still buy news inventory, but Food & Beverages (14% share) and Services (13%) dominate it, while Two Wheelers (+33%) and Edible Oil (+35%) are pushing hard into the same slots.
Watch
The next TAM AdEx release, showing whether the year-to-date decline stays at or below 7%
The report,
TAM AdEx data shows News genre TV ad volumes fell 7% in January-July 2026, against a 15% decline a year earlier. Food & Beverages led with a 14% share. Reckitt Benckiser (India) stayed top advertiser, while TVS Motor Company jumped to eighth from 29th.
- Food & Beverages share of news genre ad volumes14%
- Services share of news genre ad volumes13%
- Retail Outlets-Jewellers share of news genre ad volumes5%
Reported figures
From the report. Source details below
| Services share of News genre ad volumes: | 13% |
|---|---|
| Retail Outlets-Jewellers category share: | 5% |
| Two Wheelers category ad volume growth: | 33% |
| Edible Oil category ad volume growth: | 35% |
| TVS Motor Company advertiser rank, Jan-Jul 2026: | 8th from 29th |
| Top 10 sectors share of ad volumes: | 81% |
What to track next
- Two Wheelers and Edible Oil volume growth holding near 33% and 35% in later months
- TVS Motor holding a top-10 advertiser rank in the next data cut
- Food & Beverages keeping its 14% share and staying ahead of Services at 13%
- Festive-quarter ad bookings and revenue commentary from news broadcasters
Likely next moves
Our read of what comes next — analysis, not reported by the source.
- TVS Motor is likely to keep up heavy TV spending through the festive period after its jump to 8th from 29th among advertisers.
- Rival two-wheeler makers may raise their news-genre ad volumes to defend share of voice against TVS Motor, given the 33% sector growth.
- Reckitt Benckiser (India) is likely to remain the top advertiser as it defends its lead in the household and health categories.
- Edible oil brands are likely to sustain elevated ad activity, extending the 35% volume rise.
- News broadcasters are likely to pitch the narrower 7% decline to media buyers as evidence that the genre is stabilising, and to target Food & Beverages and Services advertisers in particular.
The counter-case
The case against this reading — not reported by the source.
The -7% headline is weaker than it looks. It is a slower decline, not a recovery: news-genre TV ad volume has now fallen two years running, 15% last year and 7% this year, and the base keeps shrinking. The 33% (Two Wheelers) and 35% (Edible Oil) jumps are volume gains, probably off modest bases, and they say nothing about spend, rates or revenue for broadcasters. TVS Motor's move from 29th to 8th looks like a campaign burst, such as a launch or festive push, not a lasting shift in advertiser priorities. The 14% vs 13% gap between F&B and Services is too narrow to count as real leadership. Reckitt staying on top is continuity, not news. The retail-brand framing is also thin, since the data covers one TV genre, mostly FMCG and auto categories, and offers no clear read on retail or brand strategy.