Analysis of 100-plus brand-lift studies finds gains in awareness, favourability and purchase intent across four sectors
ADSEI and Kantar report 7 per cent CAGR, 91 lakh active sellers and a projected market size above Rs 25,000 crore next fiscal year
Kantar finds 84 per cent brand recall as microdrama builds daily viewing and repeat pull
Affluent households rise 76 per cent as spending shifts beyond metros
Kantar's Media Compass finds streaming pulling ahead of linear TV among the young, the urban and the upwardly mobile
