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CTV Captures Up To 30 Percent Of TV Budgets As Advertisers Consolidate
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Storyboard•22-10-2026, 08:54
CTV Captures Up To 30 Percent Of TV Budgets As Advertisers Consolidate
- •Dentsu X secured over Rs 1,200 crore in new business since January 2026, driven by new account wins and horizontal mandate expansions.
- •Connected television is drawing 10 to 20 percent of television budgets, with digitally mature automotive and BFSI brands allocating up to 30 percent.
- •Advertisers are increasingly consolidating media, creative, commerce and performance marketing under integrated agency partnerships.
- •Festive advertising spending in 2026 is projected to grow by 13 to 17 percent, with incremental budgets shifting to retail media, quick commerce, and CTV.
- •Dentsu is experimenting with ChatGPT advertising for FMCG and BFSI clients, though meaningful budget allocations are still in the early stages.
Key Questions Answered
Advertisers are typically allocating 10–20% of their television budgets to connected television (CTV), while digitally mature brands in sectors like automotive and BFSI are directing 20–30% of their TV spending to the medium.
Dentsu X has secured over Rs 1,200 crore worth of new business since January 2026, driven by new account wins and horizontal expansion across the agency ecosystem.
Festive advertising spending is projected to grow by 13–17% over 2025, with incremental budgets moving away from traditional television and print toward retail media, quick commerce, connected TV, digital video, and creator-led platforms.
