TV ad volumes drop again in January-July amid big digital shift

Television advertising volumes fell 7% in January-July 2026 from a year earlier, extending the decline in TV advertising as brands increasingly shift budgets towards digital platforms, according to TAM AdEx. The decline follows a 9% fall in TV ad volumes during the same period in 2025. Linear TV ad revenue had also dropped 10.3% in 2025, according to a Ficci-EY report.