MAM
IPL: Oppo, Vivo, Jio & Amazon ads ruled
BENGALURU: Mobile handsets and mobile services, including data services ruled the air on the channels that broadcast the tenth season of the cricket T20 Indian Premier League (IPL 10 or IPL 2017) according to Broadcast Audience Research Council of India (BARC) for the weeks during which live IPL 10 matches were aired. The number of insertions by the top 10 advertisers and brands during IPL10 were 22.9 percent and 10.4 percent more respectively than the spots booked by the top10 advertisers and brands during IPL 9.
The excitement built up for the event saw IPL 10 recording the highest viewership for the season in week 15 till date for all the Sony Pictures Network (SPN) channels that broadcast the event – the two Hindi Movie channels – Sony Max and two Sports channel’s Sony Six.(English) and Sony ESPN (commentary in Tamil, Telugu, Bengali, Hindi).These channels have been collectively termed as IPL10 channels in this paper.
IPL 10 commenced on Wednesday, 5 April 2017. The mega T20 cricket bonanza played by 8 teams comprising of over 200 players including 72 international players concluded with the finals on Sunday, 21 May 2017, after 60 matches (59 played, one washed out) spread over 47 days.
BARC week 14 commenced on Saturday, 1 April 2017 and ended on Friday, 7 April 2017. Three days of play with three matches played happened in week 14. The event concluded in the beginning of week 21 – only one match –the final, was played during that week. Ten matches were played during each of BARC weeks15, 16 and 18. Nine matches were played in weeks 17 and 19 and seven planned for week 20, with just one in week 21 as mentioned above.
A total of 21,964 insertions were made by the top 10 advertisers during IPL 10 on the channels that aired the event. Last year the top advertisers had 17,870 spots on these channels.55.6 percent (12,223 insertions) of these spots were booked by two Mobile phone suppliers and two mobile services each – Oppo India (Oppo) was the largest advertiser on the SPN channels during IPL10 with 4,285 insertions followed by Vivo Mobile India Pvt Ltd with3,767 insertions. Mobile and data services provider Reliance Jio Infocomm was the third biggest advertiser during IPL 10 on IPL channels with 2,504 insertions. Vodafone Essar Limited was ranked the seventh biggest advertiser with 1,667 insertions. Please refer to the table below for the 10 largest advertisers on IPL broadcasting channels during IPL 10 weeks.
Oppo split the insertions mainly with two variants of it mobile phone model – Oppo F3 plus, which was the most advertised brand during IPL 10 on the channels that aired IPL 10 with 2,909 insertions and ads that combined both Oppo F3 and F3 plus with 1,376 insertions. The second most advertised brand during IPL 10 on IPL channels was Jio Digital Life with 2,317 insertions. Like Oppo, Vivo split its spots with both variants of it mobile phone – the Vivo V5 and the Vivo V5 plus.Another mobile brand from Micromax – the Micromax Canvas 6 series was the eighth most advertised brand during IPL 10 on IPL channels with 916 insertions. Please refer to the table below for the most advertised brands during IPL 10 and IPL 9.
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.
