MAM
Business coach Mike Jay integrates values to track buying motives
MUMBAI: The business leadership coach Mike Jay on 1 March in a workshop organised by the Ad Club addressed advertising professionals on the importance of values while communicating a message to their TG.
Jay demonstrated how to identify values as buying motives and thereby combine and predict consumers buying behaviour. He stated that values dictated what people pay attention to, what resources they will use to get what they want and how they will buy and when.
Citing International and Indian examples, Jay applied a principle titled ValuSync to principles of advertising and displayed how his methods can be applied to real markets.
Some key points made by Jay were the fact that everyone of us have a desire profile and are multifaceted in our desire profiles. People behave to express their values and values in turn are motives. So, the emphasis was to understand people’s values and in turn get a grip on consumer motives.
Analysing the Aquafina poster ad, Jay pointed out that although the ad was trying to look very upmarket and was playing on ‘status’, the message was confused as it also was offering some free with the product. Another example was Carlton London which is an elite show store which has a tag line called ‘ An open invitation to style your feet’ and just below that was 50 per cent off. Here again, there seems to be conflicting values with one targeting high society and the other degrading that exclusivity.
He stated dimensionalising one’s copy in terms of the content and the context was crucial. Motives are like investments and can be instrumented just like a musical score so as to product effect.
He concluded the session by saying just like identifying demographics and psychographics, valuegraphics ( a word coined by him) is essential to track to map buying behaviour. Further, mapping the territory and creating alignment will help enhance one’s understanding of consumers and in turn create more impactful advertising.
Mike R Jay is a former athlete and a decorated US Marine.
The ‘Master Brands’ chosen by the consumers were as follows. A business coach and consultant over 35 years, he founded the global virtual foundation of the Leadership University which focusses on the leadership development system.
MAM
T20 WC 2026 ad volumes rise 4 per cent despite fewer brands: TAM report
Fewer brands, bigger bets: India matches and top players drive ad surge
MUMBAI: Advertising during the ICC Men’s T20 World Cup 2026 may have become leaner in participation, but it certainly packed a stronger punch. A new analysis by TAM Media Research shows that ad volumes per match rose by 4 per cent compared to the 2024 edition, signalling sharper spending even as the advertiser base narrowed.
The numbers tell a tale of two trends. On one hand, the overall count of categories, advertisers and brands dropped steeply by 55 per cent, 63 per cent and nearly 68 per cent respectively versus the ICC Men’s T20 World Cup 2024. On the other, those who stayed in the game appeared to spend more aggressively, driving higher ad intensity across matches.
India’s pulling power remained unmistakable. Matches featuring the Indian team generated 66 per cent higher ad volumes than non-India games, underlining the country’s outsized influence on cricket’s commercial engine. The tournament final also saw an 18 per cent jump in advertising volumes compared to 2024, pointing to stronger monetisation at the business end of the competition.
The shift towards concentration was equally striking. The top five advertisers accounted for 39 per cent of total ad volumes, unchanged from the previous edition, but the names themselves saw a complete shake-up. OpenAI emerged as the leading advertiser with a 12 per cent share, followed by Coca-Cola India at 9 per cent and Mahindra & Mahindra at 8 per cent. Apollo Tyres and Reliance Consumer Products rounded off the top five.
A similar churn played out at the brand level, with no overlap in the top five brands between 2024 and 2026. At the same time, leading categories tightened their grip, with the top five accounting for 53 per cent of ad volumes, up from 42 per cent earlier. The cars category led the pack with a 15 per cent share, followed closely by e-commerce services at 14 per cent and aerated soft drinks at 11 per cent.
When it came to format, brevity ruled. Ads between 11 and 20 seconds dominated commercial breaks, making up over half of all spots, while shorter sub-10 second creatives followed as the next preferred choice.
The broader takeaway is clear. Even as fewer players entered the arena, those that did were willing to spend bigger and smarter. In a tournament where every over counts, advertisers seem to be playing a more focused, high-impact innings, betting on scale, timing and the enduring magnetism of cricket’s biggest stage.
