New Delhi, Dec. 22 -- India's advertising market has undergone a decisive shift over the past year, with digital platforms emerging as the dominant growth engine while television advertising is losing momentum.

Latest data from TAM AdEx shows a 149% surge in digital ad impressions from January to September 2025 compared to the same period last year. This marks a sharp turnaround from the relatively stagnant growth of just 7% seen throughout 2024.

In contrast, television advertising is experiencing a decline, with ad volumes dropping by 10% in the first half of 2025. This indicates a shift in how brands allocate their marketing budgets, moving away from traditional channels toward digital platforms.

So, what's driving this change, and w...