MAM
Global TV viewing up by 6 minutes, series most popular
MUMBAI: The average daily time on television globally in 2011 has increased to three hours and 16 minutes per person per day, a progression of six minutes in comparison with 2010, according to Eurodata’s ‘One Television Year in the World’ report covering nearly 100 territories.
This improvement was supported by Asia and especially China which registered a strong growth of over 12 minutes in one year. Similar increases were also reported in several European countries, with over 15 minutes in France, over seven minutes in Italy and over five minutes in Spain.
Eurodata TV Worldwide vice president Jacques Braun said, “In 2011, a year that was packed with news and events, television succeeded in reinventing and imposing itself as the leading media in terms of live content and exclusivity. In ten years, daily viewing times have risen by 20 minutes on average. “
The increase in viewing time is due to availability of TV sets and other equipment that encourages TV consumption coupled with the expansion of the channel offer, reinforced by the analogue switch off. This is an extra motivation to consume, the report said.
This extra time spent in front of the TV also means that new moments of the day are being dedicated to the small screen, outside of prime time. Morning programmes, extended prime time and special events: in ten years the occasions for watching television have only grown.
The enthusiasm for television is driven by an attractive programming offer, non-stop news headlines and events that unite viewers across the world, the report noted.
News bulletins represented 63 per cent of the factual programmes appearing in top rankings in 2011, an increase of 10 points in comparison with 2010. Entertainment accounts for 38 per cent of the top 10 rankings, all countries combined.
Fiction took back its place as the top genre this year, representing 41 per cent of the best performing programmes. Series were especially popular, accounting for 69 per cent of the fiction entries in the top rankings, nine points up on 2010 driven by local productions, which beyond their success within their home countries are also shining abroad.
The report also stated that the US productions continue to export well and fill up programming grids: the American sitcom Two and a Half Men appears in the top 10 programmes in the US but also in Australia, English speaking Canada and Italian speaking Switzerland.
MAM
India’s experience economy grows as live events market hits Rs 17,000 crore
EY-Parthenon and BookMyShow report finds 78 per cent Indians prefer experiences over products
MUMBAI: India’s live entertainment scene is no longer just about music, comedy or festivals. It is increasingly becoming a powerful stage for brands seeking deeper connections with consumers.
A new report titled Beyond Attention, Into Immersion by EY-Parthenon and BookMyShow suggests that India’s experience economy is entering a strong growth phase, driven by consumers who are choosing memorable moments over material purchases.
According to the study, the country’s live events ecosystem, which includes concerts, comedy tours, festivals and immersive exhibitions, is estimated to reach around Rs 17,000 crore in 2025. The growth reflects a broader cultural shift in how Indians spend their time and money.
The report finds that 78 per cent of Indian consumers now prefer spending on experiences rather than physical products. From attending concerts and festivals to participating in interactive brand installations, audiences are increasingly seeking engagement, community and shareable moments.
This change in consumer behaviour is particularly evident among younger audiences who want to participate rather than simply watch. Instead of passively consuming entertainment, many now look for experiences that allow them to interact, express themselves and connect with like minded communities.
For marketers, this shift has turned experiential marketing into a strategic priority rather than a promotional add on. Brands are moving away from interruption driven advertising and towards immersive formats that allow consumers to discover, test and emotionally connect with products.
The report suggests that experiential marketing now plays a role across the entire consumer journey. It can spark brand discovery, strengthen storytelling, encourage product trials and ultimately influence purchase decisions and loyalty.
The impact is already visible. Post event surveys conducted among 7,450 attendees at major events including Lollapalooza India and concerts by Ed Sheeran and Guns N’ Roses highlight the effectiveness of these experiences.
Around 59 per cent of attendees recalled brands they interacted with during the events, while 55 per cent said those interactions increased their likelihood of purchasing from the brand. A further 63 per cent reported that brand activations actually enhanced their event experience rather than distracting from it. Nearly 29 per cent also said the interaction improved their perception of the brand.
Brands are also changing the way they approach events. Instead of simply putting logos on stages or banners, companies are building experiences into the fabric of the event itself.
Financial services brands, for example, are offering early ticket access, exclusive lounges and curated event experiences for cardholders. Fashion and beauty companies are using festivals to showcase products through pop ups, interactive installations and social media friendly spaces that encourage visitors to share their experiences online.
The scope of experiential marketing now stretches far beyond live entertainment. Retailers are designing experiential stores where customers can explore products in lifelike environments. Entertainment platforms are extending popular intellectual properties into immersive exhibitions and fan events. Technology is also playing a growing role through augmented reality and virtual try on tools that blend digital discovery with physical interaction.
Cultural festivals remain one of the most powerful platforms for such engagement in India. Celebrations such as Navratri and Holi bring together large communities, emotional participation and heightened consumer spending. For brands, these moments offer an opportunity to become part of the celebration rather than simply advertise around it.
Despite the momentum, the report notes that some companies still hesitate to adopt experiential marketing at scale. Budget constraints, limited expertise and uncertainty around measuring return on investment remain common concerns.
However, the growing body of data around consumer engagement and brand impact is gradually addressing these challenges. More marketers are expected to allocate a larger share of their budgets to experiential formats over the coming years.
Taken together, the findings point to a clear trend. As consumers seek meaning, memories and moments worth sharing, live experiences are emerging as one of the most powerful ways for brands to stay relevant in a crowded media landscape.
