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CTV Ad Impressions Surge 73% in September Ahead of Festive Season
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Storyboard•13-10-2026, 08:55
CTV Ad Impressions Surge 73% in September Ahead of Festive Season
  • •India's connected TV advertising market saw ad impressions climb 73.2% month-on-month to 9.7 billion in September 2026.
  • •Active advertising brands grew by 19.5% reaching 1,283, while monthly active CTV households increased by 7.6% to 80.3 million.
  • •Average impressions per active household rose from 75 in August to 121 in September, reflecting higher advertising intensity.
  • •Advertisers are increasingly positioning CTV as a complement to linear TV to reach cord-cutters and incremental audiences.
  • •Industry experts note that future growth will depend on proving incremental reach, consistent measurement, and effective monetisation.
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Key Questions Answered

India's connected TV ad impressions surged by 73.2% month-on-month in September 2026, reaching 9.7 billion as festive-season advertising intensified.

The growth is driven by a combination of a larger audience base, an expanded number of active advertisers, additional monetised inventory, and greater advertising intensity from existing brands.

Policybazaar allocates approximately 65% of its television advertising budget to linear TV for rapid scale, while dedicating the remaining portion to CTV to reach incremental and exclusive audiences like cord-cutters.

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