Advertising on digital in 2025 is expected to grow by 11.5 % to command 60% of the total advertising expenditure, according to GroupM's TYNY (This Year Next Year) report.

The report stated that out of the total INR 1,64,137 crore being spent on advertising in 2025, digital will receive INR 99,137 crore. 

Television spends are forecasted to reduce by 1%, and will reach INR 42,431 crore. Advertising on television will contribute to 26% of the total AdEx (advertising expenditure). 

Print is expected to grow by 4% to command a total of 10% of the AdEx, while cinema (10%) and OOH (8%) are also expected to see an increase in advertising spends.

Like TV, radio is also expected to see a dip in advertising spends.

Globally, digital is expected to contribute to 80% of the ad spends and grow at 10.2%. 

India, has dropped a position in the top markets, which continues to be dominated by the USA, China and UK.

Prasanth Kumar, CEO, GroupM South Asia said, "India is at the forefront of a marketing revolution driven by AI and data privacy. As global ad spend surpasses USD 1 trillion, India emerges as a top 4 growth market, with digital now accounting for over 60% of ad spend. With a shift to personalised engagement, commerce-driven marketing, and responsible innovation, mixed reality and immersive tech fuel experiential content. While TV is vital, we also see AI agents transform customer interactions, we also witness brand-audience connections getting redefined with the surge of emerging formats like programmatic CTV and AI-driven retail media. All of this is positioning India for unprecedented innovation and impact in the modern marketing era."

Ashwin Padmanabhan, chief operating officer, GroupM, said, "India’s advertising ecosystem is being reshaped by digital dominance and shifting consumer behaviours, digital and TV together account for 86% of total ad spend, with streaming TV now making up 12.6% of total TV ad revenue—signalling a critical shift for brands to optimise across high- growth platforms. Key sectors like SME, realty, education, BFSI, and tech/telco contributing to 60% of total advertising are set to grow at around 10%, further accelerating market expansion. Additionally, rising investments from EVs, fintech, and gaming are fuelling the market’s momentum.’

Parveen Sheik, head - business intelligence, GroupM, said, "With India’s GDP projected to grow by 6.5% in 2025, its advertising market remains strong, ranking 9th globally. Digital adspends is now close to 1 lac crore, driven by AI, commerce, retail, media, and hyper-personalisation marketing. As the economy grows, brands must embrace agility, data intelligence, and sustainable strategies to maximise impact in this dynamic landscape."