TMA Quick Insights for Q2 2026

In the constantly evolving CTV vertical, YouTube CTV, Amazon Fire TV CTV, and JioHotstar CTV dominate ad spends, each reaching Rs. 20L. Brands benefit from their expansive market reach, increased visibility, and high recall, ensuring successful national campaigns, premium launches, and corporate branding. Their ability to deliver valuable ROI underscores their effectiveness. Given the impact and success, leveraging these platforms becomes imperative for brands aiming for a persuasive and professional market presence.

Top Medias with Highest Ad Spend

YouTube CTV

YouTube CTV, a market leader with an unmatched total spend of a whopping 20L, guarantees unmatched visibility, impeccable recall, and high ROI for your ad campaigns. Its expansive reach and targeted audience profile make it the preferred choice for national campaigns, premium launches, and corporate branding, adapting naturally to the CTV vertical. Trust YouTube CTV for persuasive, professional, and impactful promotions that power your brand to new heights.

Amazon Fire TV CTV

With its market leadership, Amazon Fire TV CTV commands the highest total spend of ₹20L in the CTV vertical, offering unparalleled reach and superior audience profile. Advertisers nationwide prefer it for flagship campaigns, premium launches, and top-tier corporate branding. Its unmatched visibility guarantees top recall while delivering compelling ROI. For impactful branding that captivates audiences, Amazon Fire TV CTV is the ultimate market trailblazer. Trust this leader for your brand's ascent on a transformative trajectory.

JioHotstar CTV

JioHotstar CTV retains a commanding market leadership position in the CTV vertical, backed by a highest total spend of 18.18L. Its varied audience profile, expansive reach, and proven track record make it a go-to platform for national campaigns, premium launches, and corporate branding. Advertisers prefer JioHotstar CTV for its distinctive trifecta - enhanced visibility, memorable recall, and impactful ROI, making each campaign not just noticeable, but unforgettable. Choose JioHotstar CTV - where business narratives find their voice and brands find their footing.

Samsung CTV

Asserting dominance in the CTV segment, Samsung CTV is the top contender with a staggering Total Spend of ₹16.1L. With a rich audience profile and unparalleled reach, it remains a preferred choice for national campaigns, premium launches, and corporate branding. High visibility and impressive recall ensure your brand stays in the audience's mind, offering a compelling ROI. For impactful messaging on a proficient platform, the industry relies on Samsung CTV. Don't just adapt, excel with Samsung CTV.

Jio TV CTV

Jio TV CTV, with its remarkable total spend of ₹16.00L in the CTV vertical, stands at the helm of market leadership. It's favoured by national advertisers for premium launches and corporate branding, thanks to its comprehensive audience profile and robust reach. The high-visibility platform delivers unmatched recall and maximises ROI, thus becoming an indispensable tool in the CTV landscape. Choose Jio TV CTV, choose impact!

Popular Medias with Unique Views

Amazon Fire TV CTV

With its unsurpassed market leadership, Amazon Fire TV CTV pioneers the CTV vertical, delivering unmatched unique views and an expansive audience reach appealing to advertisers nationwide. Renowned for premium launches and corporate branding, it promises remarkable visibility, superior recall and impressive returns on investment (ROI). The distinctive blend of a diverse audience profile and far-reaching influence makes Amazon Fire TV CTV your paramount ally for any advertising campaign. Trust us, your brand recognition will skyrocket.

JioHotstar CTV

As the market leader, JioHotstar CTV offers remarkable visibility and amplified audience reach unmatched in the CTV vertical. It records the highest Unique views, while its audience profile caters to national campaigns, premium launches, and corporate branding needs of discerning advertisers. With impressive recall and substantial ROI, JioHotstar CTV naturally adapts to the evolving advertising landscape, making it the preferred platform for impactful, professional, and persuasive messaging.

OTT Bundle CTV

Assert your brand's premium status with OTT Bundle CTV, the indisputable market leader in the CTV vertical. With the highest unique views that propels your reach to a diverse and expansive audience profile, it's no wonder national campaigns, premium product launches, and corporate branding projects gravitate to us. Offering unparalleled visibility, robust recall and impressive ROI, we provide the platform and the impetus for your brand's iconic stature. Harness the power of OTT Bundle CTV for tangible impact and ultimate efficacy.

Jio TV CTV

As the market leader in the CTV vertical, Jio TV CTV boasts of unparalleled reach and a diverse audience profile that continuously grows. Advertisers trust us for their national campaigns, premium launches, and corporate branding, owing to our unmatched visibility and recall rate. Our platform delivers impressive ROI, ensuring that every campaign reaches its full potential. With Jio TV CTV, expect your brand to naturally adapt to the ever-evolving digital landscape, making a persuasive, professional, and impactful statement in the market.

Samsung CTV

Samsung CTV, an unrivaled market leader in the CTV-vertical, consistently delivers substantial audience reach, driving excellent visibility and recall. With its exceptional unique viewer’s number, the platform is the go-to choice for advertisers aiming for national campaigns, premium launches, and corporate branding. Preferred for generating significant ROI, Samsung CTV ensures a profound ad impact. Experience the power of high-end branding with Samsung CTV. Your best bet for complete viewer engagement and superior brand recall.

Top Media Options Used

Video

With Video's firm hold as a market leader, it boasts of successfully executing an impressive 15K campaigns in the ctv vertical. Our audience profile extends across national boundaries, providing vast reach and making us the go-to choice for advertisers seeking national campaigns, premium launches, and corporate branding. Video delivers unparalleled visibility, extraordinary recall, and unmatched ROI, effortlessly integrating within the ctv space. Allow us to reinforce your brand with our persuasive, professional, and impact-driven strategies.

Top Categories by Ad Spend in Q2 2026

Run High-Impact CTV Ads That Reach the Right Audience

CTV advertising helps businesses run video ads on internet-connected televisions viewed through OTT and streaming platforms.
If your customers are watching content on Smart TVs at home, CTV is where brands earn attention today — without the complexity of traditional TV advertising.

As a CTV advertising agency, The Media Ant helps businesses plan, buy, and manage Connected TV ads with flexible budgets, transparent reporting, and expert support.

No long-term contracts.
No confusing TV jargon.
Just clear visibility and measurable outcomes.

Ready to Advertise? Let’s Talk.
📞 080-3730-7893 (Advertising inquiries only)

📧 Advertisers: ad@themediaant.com
📧 Media Owners: map@themediaant.com

What Does CTV Mean in Advertising?

In advertising, CTV stands for Connected TV — televisions connected to the internet.
This includes Smart TVs, Fire TV, Android TV, Apple TV, and OTT apps where viewers stream content instead of watching cable or satellite TV.

From an advertiser’s point of view, CTV means:

• Your ads appear on TV screens, not mobile feeds

• You can target specific audiences instead of mass broadcasting

• You get reporting and control similar to digital advertising

In simple terms, CTV is modern TV advertising built for today’s viewing behaviour.

What Exactly Is Connected TV (CTV) Advertising?

CTV advertising is the practice of placing video ads within streaming content on connected televisions.
These ads appear before, during, or between shows and movies on OTT platforms.

Unlike traditional TV advertising:

• You choose who sees your ads

• You control frequency and spend

• You can measure delivery and engagement

For businesses, CTV combines TV’s impact with digital’s precision.

How CTV Advertising Works with The Media Ant?

Here’s a step-by-step breakdown of how to run CTV ads. 

With The Media Ant, businesses typically follow a simple, structured flow:

1. Define your objective
   Brand awareness, regional visibility, product launch, or funnel support.
   

2. Choose the right CTV inventory
   OTT apps, Smart TV environments, FAST channels, or live streaming content: selected based on where your audience actually watches.
   

3. Set targeting and budget controls
   Geography, audience type, device environment, and frequency caps
   

4. Launch within days
   CTV campaigns go live quickly, without long booking cycles or advance commitments.
   

5. Track and optimise
   Monitor reach, impressions, frequency, and video completion rates, with ongoing optimisation during the campaign.

This approach keeps CTV advertising flexible, measurable, and low-risk — especially for brands trying TV advertising for the first time.

Why Are Businesses Choosing CTV Advertising Over Traditional TV?

Businesses choose CTV advertising because it removes the biggest pain points of traditional TV.
Linear TV often involves high spends, long booking cycles, limited targeting, and unclear ROI.

CTV advertising allows businesses to:

• Start with manageable budgets

• Launch campaigns faster

• Target by city, region, and audience type

• See campaign performance instead of estimates

It makes TV advertising practical, measurable, and scalable.

What Are Examples of CTV Advertising?

CTV advertising appears in real viewing situations that audiences experience every day.
Common examples include:

• A non-skippable video ad before a show starts on a Smart TV

• A mid-roll ad during live sports streaming on OTT platforms

• A regional brand ad shown only to viewers in specific cities

• A QR-code CTV ad prompting viewers to visit a website

• A product or service explainer shown during premium OTT content

These examples show how CTV ads feel like TV — but behave like digital.

What Are the Key Benefits of CTV Advertising for Businesses?

• Big screen = big attention
  Ads appear on TVs where viewers are relaxed and focused — not scrolling past your message.
  

• Reach the right households
  Target by location, interests, device type, and viewing behaviour instead of wasting money on mass TV audiences.
  

• Start small, scale anytime
  Run campaigns with flexible budgets. Pause, test, or increase spend whenever you want — no long-term TV contracts.
  

• See exactly what works
  Track impressions, reach, frequency, and video completion rates with clear, transparent reporting.
  

• Boost results across channels
  CTV builds awareness that improves performance on search, social, and website conversions.
  

• Safe, premium brand environment
  Your ads run on trusted OTT platforms with professional content — ideal for brands that value credibility.

👉 Bottom line: CTV gives you TV-level impact with digital-level control, targeting, and measurement.

What Are CTV Advertising Platforms?

CTV advertising platforms are OTT and streaming environments where ads appear on connected TVs.
These platforms deliver premium content and high viewer attention.

From an advertiser’s perspective, CTV platforms include:

• OTT streaming apps on Smart TVs

• Connected TV operating systems and devices

• Premium content environments with brand-safe placements

A CTV advertising agency helps businesses select the right mix of platforms based on audience, geography, and objectives — instead of spreading budgets blindly.

Who Should Consider CTV Advertising?

CTV advertising is a strong fit for brands that want the impact of television combined with the precision of digital targeting.

You should consider CTV advertising if:

• Your brand targets premium or mid-premium audiences
  Connected TV usage is highest among digitally mature, higher-income households that consume OTT content on Smart TVs.
  

• Your message benefits from family or co-viewing environments
  Unlike mobile-first media, CTV ads are often watched together — by couples, families, or decision-makers in the same room — increasing recall and shared consideration.
  

• You want large-screen, high-impact placements
  CTV delivers the visual presence, sound, and attention of traditional TV, making it ideal for storytelling, launches, and credibility-building.
  

At the same time, CTV removes the biggest limitations of traditional TV advertising:

• Target by city, region, or market, not broad national feeds
  

• Reach specific audience profiles instead of buying mass viewership
  

• Control frequency and budgets without long-term commitments
  

• Measure delivery and performance, not just estimated reach
  

For brands that want TV-like impact without TV-style rigidity, CTV offers the best of both worlds.

Where CTV Advertising Delivers the Most Value

CTV advertising delivers the strongest results in scenarios where visibility, trust, and audience quality directly influence outcomes.

It performs particularly well for:

• Premium and mid-premium D2C brands scaling beyond search and social
  

• Real estate, BFSI, and fintech brands where credibility drives consideration
  

• Education and edtech brands reaching parents and household decision-makers
  

• Automotive, retail, and lifestyle brands with longer purchase cycles
  

• New market entries or product launches that require strong first impressions
  

In these use cases, CTV works as a high-impact visibility layer — supporting search, social, and conversion-focused channels rather than competing with them.

Case Studies: Real CTV Campaigns and Results

CTV advertising delivers impact when it’s tied to strong strategy and audience understanding. Below are examples of campaigns where The Media Ant helped brands achieve visibility, engagement, and business impact through connected TV and OTT advertising.

Minimalist Cricket Advertising for Hair Serum

A cricket-focused CTV & OTT campaign that drove attention for a men’s hair serum product by aligning high-impact video placements with cricket viewership patterns.
Read About Minimalist CTV Advertising Campaign

Venus World Cup OTT & CTV Sports Campaign

A sports-centric campaign that amplified engagement during the Venus World Cup on Disney+ Hotstar, leveraging premium sporting content to boost brand mindshare.
Read About Venus Connected TV Advertising Campaign

Tata Tiago ICC T20 World Cup 2022 OTT Campaign

A high-visibility media initiative around the ICC T20 World Cup that used OTT and CTV placements to strengthen reach and recall for Tata Tiago.
Read Tata Tiago CTV Advertising Case Study

Mamaearth CTV T20 World Cup Activation

A targeted CTV campaign during the T20 World Cup that helped Mamaearth connect with audiences in key markets through contextually relevant ad delivery on big screens.
Read About Mamaearth Connected TV Advertising Campaign

What is the Cost of Advertising in CTV?

CTV advertising can start from as low as ₹10,000 for highly targeted test campaigns and scale up to ₹25+ lakhs per campaign, depending on reach and objectives. Entry-level CTV campaigns (₹10,000–₹50,000) are ideal for pilot runs, hyper-local visibility, or creative testing. City or regional campaigns typically range between ₹1.5–₹3 lakhs, while multi-city or metro-focused campaigns usually fall in the ₹4–₹10 lakhs range. National CTV campaigns can cost ₹12 lakhs to ₹25 lakhs or more, based on platforms, audience size, duration, and ad formats. The biggest advantage of CTV advertising is flexibility — brands can start small at ₹10,000, measure performance, and scale budgets only when results justify the spend.

CTV advertising costs are flexible and campaign-dependent.
Budgets vary based on:

• Platforms selected

• Geography and audience size

• Campaign duration

• Ad format

Indicative starting ranges (for planning):

• City or regional campaigns:Typically start from ₹10,000 to ₹3 lakhs, suitable for local or regional brands testing CTV with focused targeting and controlled reach.

• Multi-city or metro campaigns:Generally range between ₹4 lakhs to ₹10 lakhs, ideal for D2C, education, and real estate brands looking for broader but still efficient visibility.

• National campaigns: Usually begin around ₹12 lakhs and can go up to ₹25 lakhs or more, with custom plans based on reach, platforms selected, campaign duration, and scale requirements.

The advantage of CTV advertising is control.
You can start with a manageable budget, evaluate performance, and scale only when the results justify it. 

How Does CTV Fit Into Existing Digital Marketing?

CTV advertising complements digital marketing rather than replacing it.
Businesses commonly use CTV to:

• Build awareness before search activity increases

• Improve performance of social and retargeting campaigns

• Reinforce messaging across devices

Think of CTV as a mid-funnel amplifier for your overall strategy.

What Results Can Businesses Expect from CTV Advertising?

While CTV advertising is often used for awareness, its impact extends beyond branding.

Businesses commonly see:

• Increased direct and branded search activity
  

• Higher recall and message retention due to big-screen viewing
  

• Improved performance of search, social, and retargeting campaigns
  

• Stronger credibility compared to mobile-only video ads

CTV works best when it supports your broader digital strategy, acting as a high-impact visibility layer that improves downstream performance

Why Work With a CTV Advertising Agency Like The Media Ant?

A CTV advertising agency simplifies planning, buying, and optimisation.

We work with thousands of media owners and have executed campaigns across industries, cities, and budget ranges, giving advertisers access to options they wouldn’t get by going platform-by-platform.

 When you work with The Media Ant, you get:

• Access to premium CTV advertising platforms

• A clear media plan before spending anything

• Transparent reporting you can understand

• A dedicated team managing setup and optimisation

• No long-term contracts or lock-ins

We focus on making CTV advertising low-risk, practical, and outcome-driven.

Frequently Asked Questions

1. Is CTV advertising too expensive for businesses like ours?

No — CTV does not require traditional TV-scale budgets.
Businesses can start with controlled spends and scale only if results justify it.

2. How do we know CTV won’t just be branding with no impact?

CTV builds awareness that improves downstream performance.
Many advertisers see stronger results across search and social after running CTV.

3. Are we locked into long contracts if we start CTV ads?

No — CTV campaigns are flexible.
You can pause, adjust, or stop without long-term commitments.

4. We’ve had bad experiences with agencies before. What’s different here?

Transparency and control are built into CTV advertising.
You see delivery, reach, and engagement — not vague summaries.

5. Is CTV only suitable for large brands?

No — CTV works well for growing businesses too.

Focused targeting makes it effective even with modest budgets.

Ready to Explore CTV Advertising for Your Business?

If your audience is already streaming content on connected TVs, CTV helps your brand show up when attention is highest.
Before committing, let’s see if it’s the right fit for your goals.

No pressure. Just clarity before you decide.

Plan Your CTV Campaign
📞 080-3730-7893 (Advertising inquiries only)

📧 Advertisers: ad@themediaant.com
📧 Media Owners: map@themediaant.com