MAM
US ad revenues for Q1 seem flat
MUMBAI: Total advertising spending in the US in the first quarter fell 0.1 per cent from the year-ago period, at $30.1 billion, according to the latest figures from Kantar Media.
Cable expenditures were up by 5.2 per cent, thanks to an increase in the volume of ad time and stronger demand from restaurants and auto manufacturers. Spanish-language TV spending was up 13.5 per cent, marking its seventh consecutive quarter of double-digit growth. However, this is lower than the 15 per cent annual growth rate seen in 2012. The Spanish-language segment continues to be led by gains among national broadcast networks.
There was a 5.2 per cent decline in network TV spending, primarily due to weaker prime-time ratings. The Q1 comparisons were also hurt by the fact that ad money for NCAA Final Four Games has been shifted to April. Overall, sports programming did produce ad revenue gains for the broadcast networks though.
Spot TV spending was down, by 2.4 per cent. However, if you exclude cyclical political advertising, this area was essentially flat versus last year. Spending on syndication was down 1.1 per cent.
“It has been a lackluster start for 2013, with flat year-over-year results due in part to strong 2012 growth caused by political and Olympic ad spending,” said Kantar Media North America chief research officer Jon Swallen. “Data from the early second quarter are mixed, suggesting marketers are still being cautious and conservative with ad budgets. However, there are some bright spots, including healthy growth for Hispanic media and outdoor.”
MAM
One Hand Clap acquires Agenseed to enter distribution space
Creative agency expands into full-stack services with strategic buyout.
MUMBAI: One Hand Clap has decided to stop just clapping for great ideas now it wants to make sure they actually travel. The leading new-age creative agency and production house has acquired Agenseed, a seeding and distribution firm, marking its formal entry into the distribution segment. The move is aimed at expanding its role across the entire marketing value chain and unlocking new growth opportunities.
One Hand Clap expects the new distribution vertical to contribute up to 15 per cent of its overall revenues over the next 12–18 months, signalling a clear strategic shift beyond pure creative services.
Agenseed, founded by Monish Hardasani and Akram Malik, will function as the agency’s dedicated distribution arm. This acquisition strengthens One Hand Clap’s position as it aims to become a full-stack creative and distribution company in India’s rapidly growing digital advertising market.
With over 90 million posts shared daily on Instagram and brands allocating 25–35 per cent of their digital budgets to distribution and creator-led reach, amplification has become critical to campaign success. By integrating distribution early into the creative process, the agency hopes to help campaigns gain stronger cultural traction and momentum.
One Hand Clap founder Aakash Shah said, “The future of advertising is not just about executing great ideas, but about placing them intelligently. By owning both storytelling and distribution, we can drive greater impact for brands while opening up new revenue streams.”
Agenseed co-founder Monish Hardasani added, “The future belongs to ideas designed to travel. This partnership allows us to integrate distribution thinking at the source.”
Founded in 2019 by former AIB leaders Aakash Shah and Naveed Manakkodan, One Hand Clap has worked with major brands including Swiggy, Google, Netflix India, Crocs, Duolingo, CRED, Bumble, BGMI and Chetak. The agency also secured investment from Zerodha co-founder Nikhil Kamath last year.
In an increasingly fragmented attention economy, this acquisition reflects a broader industry shift where agencies are building end-to-end capabilities to stay competitive. One Hand Clap is clearly clapping louder and ensuring its ideas now reach much further.
