MAM
Scroll beats the box as India’s media map gets a digital redraw
MUMBAI: India’s media habits are no longer channel surfing. They are screen hopping. And the latest numbers suggest the remote is slowly losing ground to the scroll. Kantar’s Media Compass Q3 2025 report paints a vivid picture of a country consuming content across more platforms, more formats and more screens than ever before. Built on a rolling sample of 87,000 consumers, the quarterly tracker offers advertisers a sharper read on reach, frequency and cross media behaviour at a time when planning certainty is in short supply.
The headline shift is digital only audiences. As of Q3 2025, 26 percent of Indians aged 15 plus or around 313 million people access the internet but do not watch linear television at all. That cohort has grown by 30 percent in just a year, up from 20 percent in 2024, with younger audiences and NCCS C and DE consumers leading the charge.
Television, meanwhile, is not disappearing but it is clearly evolving. Linear TV viewership dipped marginally from 705 million in Q1 2025 to 689 million in Q3. At the same time, dual screen behaviour is accelerating. Viewers watching both linear TV and connected TV rose to 116 million in Q3 2025, marking a 17 percent jump over Q1.
Perhaps the most striking signal comes from beyond the metros. Three in four digital only users now live in rural India, underlining how smartphones and mobile data are redrawing the media map. Rural audiences are also driving connected TV growth, accounting for 49 percent of incremental CTV viewers in the latest quarter.
Digital’s expanding footprint is also reshaping commerce discovery. The report notes that 43 percent of Indians browse online shopping platforms not just to buy, but to research, compare and hunt for deals. Retail media networks, once seen as performance only tools, are now influencing preferences much earlier in the funnel.
For brands, the implications are hard to ignore. Digital is closing the reach gap in geographies and cohorts that were once considered media dark, demanding more flexible plans that balance linear and digital in line with audience behaviour rather than habit. Rural strategies, the report suggests, need to be telecom first, with mobile led formats, vernacular creative and sharper targeting to unlock deeper engagement. Retail platforms, too, are emerging as storytelling spaces, not just checkout points.
Commenting on the findings Kantar director of specialist businesses for South Asia Puneet Avasthi said the rise of 313 million digital only Indians signals a decisive shift in how content is consumed. With growth coming strongly from rural and younger segments, he noted, marketers need timely intelligence to plan effectively in an increasingly multi screen world.
In short, India’s media mix is no longer about choosing between TV and digital. It is about understanding how, when and where audiences move between them and planning fast enough to keep up.
MAM
Publicis Groupe acquires sports marketing agency 160over90
Deal strengthens Publicis Sports with global scale and talent partnerships.
MUMBAI: Publicis Groupe has just scored a major goal in the sports marketing arena and this time, it’s not just about fans in the stands, but brands looking to win big. The French advertising giant has entered into a definitive agreement to acquire 160over90, a leading global sports and culture-first agency that is part of WME Group. The move builds on Publicis Sports’ recent expansions, including the acquisitions of Adopt and Bespoke in 2025, a partnership with Magic Johnson Enterprises, and the launch of Influential Sports.
The combined Publicis Sports group will be led by Suzy Deering, CEO of Publicis Sports. Robbie Henchman, most recently President of 160over90, will stay with WME Group as Senior Partner and President of its brand representation business while overseeing the strategic partnership between WME Group and Publicis Groupe.
160over90 employs over 670 people across the US, UK, EMEA and APAC. It specialises in creating meaningful connections between brands, sports events, properties and culture. The sports media market is valued at $150 billion globally, while sports sponsorships have crossed $90 billion, yet many marketers still struggle with fragmented and outdated approaches.
With this acquisition, Publicis aims to offer brands a more unified solution through greater scale and reach across key markets, data-first optimisation powered by the Publicis Sports Intelligence platform, activation of the creator economy via Influential, and a new strategic talent and entertainment partnership with WME Group.
Publicis Groupe CEO Arthur Sadoun described sport as one of the most high-value channels in the age of AI. “This acquisition is the latest demonstration of our ongoing commitment to investing in the channels and capabilities that deliver the highest value for our clients,” he said.
Publicis Connected Media CEO Dave Penski added that sport has become the most powerful intersection of culture, commerce and community.
WME Group president and managing partner Mark Shapiro noted that combining 160over90 with Publicis Sports will create an unmatched offering for brands seeking deeper connections with sports fans.
In a fragmented sports marketing landscape, Publicis has clearly decided that the best way to win is to bring the whole team together turning scattered plays into one powerful, end-to-end strategy that connects brands to fans in meaningful and measurable ways.
