MAM
Madison revises ad forecast following dip in TV AdEx
MUMBAI: The Pitch Madison Advertising Outlook Report 2019 has revised its forecast for ADEX 2019 downwards, mainly due to a drop in TV Adex in Quarter1, 2019. According to the Original Report, released in February 2019 Adex was forecast to grow by 16. 4 per cent, but the agency has revised it downwards now to 13.4 per cent. By medium, the revised forecast stands as follows:
|
Original |
Revised  |
|||
|
Medium |
Original Growth Forecast 2019 (%) |
Original Share of Media (%) |
Revised Growth Forecast 2019 (%) |
Revised Share of Media (%) |
|
Television |
18.0 |
39.0 |
11.2 |
38.0 |
|
|
5.0 |
29.0 |
5.0 |
30.0 |
|
Digital |
33.4 |
22.0 |
33.4 |
23.0 |
|
Radio |
12.0 |
3.0 |
12.0 |
3.5 |
|
Outdoor |
11.4 |
5.0 |
5.0 |
5.0 |
|
Cinema |
30.0 |
1.5 |
30.0 |
1.5 |
|
TOTAL |
16.4 |
100.0 |
13.4 |
100.0 |
Whilst there is no change in the growth forecast for digital, radio and cinema, there is a downward revision for television and outdoor, which has led to an overall downward forecast of Adex for 2019.
The major reason for the drop in television Adex is the drop faced in the first quarter (January – March 2019), because of the NTO order, which caused chaos in the television market and led BARC to issue an advisory, not to use Ratings because of major changes in availability of channels.
Another major reason that resulted in the drop in television Adex was the ill-fated decision of major networks to remove their free-to-air (FTA) channels from DD Free Dish. This led to a loss of 275 GRPs per week in the Hindi GEC + movies market. New FTA channels that emerged could not make up the viewership enjoyed by the established FTA channels like Zee Anmol, Star Utsav, Star Bharat, Sony Pal, Colors Rishtey, etc. A few new FTA channels did emerge like Dangal, Enter 10, etc. but these could not make up the GRP loss.
As a result, for the first time in many years the first quarter of 2019 saw a de-growth of -5 per cent in television Adex. In quarter 2, TV Adex recovered on the back of Parliamentary Elections, IPL and World Cup. We expect quarter 3 also to be reasonably strong on the back of the festive season, but we expect a softening in quarter 4.
The Pitch Madison Advertising Outlook Revised Forecast by Media is as follows:
Rs in Crores
|
Medium |
Original Forecast 2019 |
Revised Forecast 2019 |
|
Television |
27649 |
26050 |
|
|
20429 |
20429 |
|
Digital |
15612 |
15612 |
|
Radio |
2401 |
2401 |
|
Outdoor |
3750 |
3533 |
|
Cinema |
1047 |
1047 |
|
TOTAL |
70888 |
69073 |
Madison World chairman Sam Balsara says, “It appears that the Consumer is looking for reasons to not spend or delay his spending. At a time like this Advertisers should not lose faith in Advertising, and use it aggressively but effectively to protect their Share.”
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.
