Research and Rankings
Magna forecasts a 7.7% increase in India’s adex for 2026
With no elections or cricket highs, India’s INR 1371 billion adex proves that digital muscle, data depth, and media shifts are driving real momentum.
India’s Gen Z and young Millennials prioritise digital: Study
23% of Indian content consumers are digital-only, while CTV viewership gains 3.5 crore new viewers, finds Kantar.
80% Indian shoppers discover new products through social media: Study
Influencers, short-form videos, and messaging have been disrupting how offline retailers sell and scale in India, finds latest study by Meta.
69% of Indian consumers turn to influencers for information and 63% for product discovery: Study
India’s influencer marketing industry to reach INR 4,500 crores in 2025, growing by 25% from 2024's INR 3,600, finds The Goat Agency and Kantar survey.
RCB’s brand value to cross $140 million: Qoruz
Virat Kohli-led IPL franchisee achieves this feat through consistent efforts on all fronts, Youtube, Instagram, and offline programmes, observes Qoruz.
80% of Indian professionals experience data anxiety: Canva
While 92% of Indian professionals feel confident in analysing and interpreting data, nearly 74% make spreadsheet errors that impact their work, finds the study.
71% of CMOs to invest over $10 million in GenAI annually: Study
83% of CMOs express confidence in GenAI in 2025 compared to 74% in 2023, according to a global survey by BCG.
Marketing budgets hold at 7.7% in 2025: Gartner CMO survey
Gartner's 2025 CMO Spend Survey finds average marketing budgets are at 7.7% of company revenue for a second consecutive year. However, half of CMOs reported budgets of 6% or less.
Greenwashing affects brand perception, trust, and buying – Study
A collaborative global research conducted by IIM Lucknow faculty highlights the risks of greenwashing for brands.
Mouth freshener emerges top advertising category during IPL 2025 — TAM Sports
Ad volumes for IPL 2025 decline by 1.1% compared to the previous year, according to TAM Sports advertising report for IPL 18.
CTV’s growing pains: Big spend, bigger blind spots
As connected TV becomes a media mainstay, marketers face a sharp paradox—rising ROI hopes, but murky metrics and mounting fraud risks.
Fantasy sports AI models extend beyond gaming: Whitepaper
Columbia University professor Vishal Misra’s whitepaper on fantasy sports shows its relevance across diverse fields including data science, talent management, physical sports, and economy.
Why India’s creator economy is becoming every brand’s business
It will influence over $1 trillion in spend by 2030, with brands set to boost creator marketing budgets 1.5 to 3x in the next three years, according to a BCG report.
Brands must eradicate the 'insight famine' to find success: Cannes Lions
The fifth annual 'State of Creativity' report finds that more than half of brands describe their ability to develop high-quality insights as poor or very poor.
M&A deals continued to decline in 2024: COMVergence
Even as overall dealmaking declines, certain sectors such as ecommerce continue to be a major draw.
Personalisation gives 40% higher conversion to brands: Study
India sees 163% revenue growth from contextual marketing campaigns in 2024, according to WebEngage trends report.
Global ad spend surpasses $1 trillion, APAC to play key role
The performance of the region will be driven by China and India, even as Southeast Asia lags behind, according to a new report by Emarketer.
Influencer content outperforms digital ads on lower- and mid-funnel metrics: Study
67% of Indians trust influencer recommendations over traditional advertisements, notes Kantar’s Influencer Playbook report.
62% of IPL viewers are interested in payment apps; only 9% in mouth fresheners: Report
While 21% of men recall auto ads, 17% of women recall food & snack ads in IPL 2025, according to a survey by CrispInsight and Kadence International.
Top mobile gaming apps boost customer LTV by 6% in 2024: Report
iOS generates 55% of total in-app purchase (IAP) revenue moving ahead of Android in 2024, finds Moloco Research.
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