MAM
Advertising on TV continues to flourish, reveals GroupM’s Consumer Eye Research
Mumbai: GroupM has launched Consumer Eye Research, which seeks to uncover insights related to the impact of media-related technologies on brands and society. The latest edition of the report, titled “Advertising on TV: Flagging or Flourishing,” analysed the potential of advertising on television.
The findings of the survey reveal that television continues to be the most beneficial and demanding medium for advertising.
The past two decades have seen rapid transformations in the media landscape, with the number of options available to advertisers significantly increasing. Many of these options offer excellent opportunities for brands to reach audiences with high levels of precision, customization, and measurability.
While this transformation is beneficial for many advertisers, TV continues to retain a power that can be leveraged by advertisers, according to the report.
Additionally, the digital extensions of TV have not only given rise to new ways for people to consume content but have also created a myriad of opportunities for brands to engage with audiences through TV.
TV makes the world a better place
60 per cent of the surveyed respondents agreed that free TV channels make the world a better place. Hence, TV remains a very important medium for influencing mindsets and shaping cultural behaviour. The second most preferable medium to make the world a better place is the newspaper, according to 56 per cent of the survey respondents.
TV retains a unique strength in building brand equity
The report reveals that television is still the most popular channel that conveys the most positive impression of brands. In APAC, TV ads are ranked No. 1 for conveying a positive impression of brands. In fact, TV ads (39 per cent) received equal weightage alongside the recommendations of friends (39 per cent).
TV offers a brand-safe environment
73 per cent of audiences believe it is a brand’s responsibility to control where their advertising appears. 45 per cent will have a negative opinion of the brand if it appears next to inappropriate or offensive content. The report demonstrates that TV is still one of the safest environments that allow for brands to be seen next to premium, high quality content.
TV is still a tremendous entertainment platform for consumers worldwide. The verdant environment also offers many opportunities for creative innovation and impactful campaigns. More than ever before, brands can take advantage of TV’s addressable transformation by considering new formats like shoppable ads and dynamic creative ads that dangle bespoke offers in front of the target audience.
Brands
TCS proposes Rs 31 dividend as Q4 results reflect steady profit growth
Tech giant recommends final payout following a year of steady growth and expansion
MUMBAI: Tata Consultancy Services Limited has signalled its confidence in the digital future by recommending a final dividend of Rs 31 per share. The payout, which remains subject to shareholder approval at the upcoming annual general meeting, caps off a year of significant activity for the global IT services leader.
The company reported a consolidated revenue from operations of Rs 267,021 crore for the year ended 31 March 2026, representing a steady increase from the Rs 255,324 crore recorded in the previous financial year. Net profit for the period also saw an uptick, reaching Rs 49,454 crore compared to Rs 48,797 crore twelve months prior.
Growth was visible across several key sectors, with banking, financial services, and insurance remaining the company’s largest revenue generator, contributing Rs 103,363 crore to the annual total. Despite the positive trajectory, the firm navigated some financial headwinds, including a one-off provision of Rs 1,010 crore related to a legal claim and Rs 1,388 crore in restructuring expenses.
The year was also defined by a flurry of international expansion. The group successfully integrated several new entities, including the acquisition of Coastal Cloud Holdings, LLC in January 2026 and the incorporation of new subsidiaries in Morocco and Saudi Arabia.
With its global footprint expanding and a healthy dividend on the horizon, the firm appears well-positioned to maintain its momentum in the competitive tech landscape.
