Research and Rankings
Greenwashing affects brand perception, trust, and buying – Study
A collaborative global research conducted by IIM Lucknow faculty highlights the risks of greenwashing for brands.
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Mouth freshener emerges top advertising category during IPL 2025 — TAM Sports
Ad volumes for IPL 2025 decline by 1.1% compared to the previous year, according to TAM Sports advertising report for IPL 18.
CTV’s growing pains: Big spend, bigger blind spots
As connected TV becomes a media mainstay, marketers face a sharp paradox—rising ROI hopes, but murky metrics and mounting fraud risks.
Fantasy sports AI models extend beyond gaming: Whitepaper
Columbia University professor Vishal Misra’s whitepaper on fantasy sports shows its relevance across diverse fields including data science, talent management, physical sports, and economy.
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Why India’s creator economy is becoming every brand’s business
It will influence over $1 trillion in spend by 2030, with brands set to boost creator marketing budgets 1.5 to 3x in the next three years, according to a BCG report.
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Brands must eradicate the 'insight famine' to find success: Cannes Lions
The fifth annual 'State of Creativity' report finds that more than half of brands describe their ability to develop high-quality insights as poor or very poor.
M&A deals continued to decline in 2024: COMVergence
Even as overall dealmaking declines, certain sectors such as ecommerce continue to be a major draw.
Personalisation gives 40% higher conversion to brands: Study
India sees 163% revenue growth from contextual marketing campaigns in 2024, according to WebEngage trends report.
Global ad spend surpasses $1 trillion, APAC to play key role
The performance of the region will be driven by China and India, even as Southeast Asia lags behind, according to a new report by Emarketer.
Influencer content outperforms digital ads on lower- and mid-funnel metrics: Study
67% of Indians trust influencer recommendations over traditional advertisements, notes Kantar’s Influencer Playbook report.
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62% of IPL viewers are interested in payment apps; only 9% in mouth fresheners: Report
While 21% of men recall auto ads, 17% of women recall food & snack ads in IPL 2025, according to a survey by CrispInsight and Kadence International.
Top mobile gaming apps boost customer LTV by 6% in 2024: Report
iOS generates 55% of total in-app purchase (IAP) revenue moving ahead of Android in 2024, finds Moloco Research.
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FCB India goes solo in WARC’s Global Good parade
WARC’s ‘Act Good Report 2025’ ranks purpose-driven campaigns worldwide—spotlighting creative work that blends conscience with communication, not just commercials.
Choice fatigue hits: 78% of Indian shoppers overwhelmed online
The joy of retail serendipity is fading—61% now shop online for convenience, while 36% miss the thrill of unexpected finds, says Criteo report.
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India 2030: Middle class majority to fuel shift to experience-led spending
Due to AI’s bias against regional languages, a huge percentage of targeting does not reach the true aspirational audiences in India, a Folk Frequency report found.
75% of marketers report declining returns on social media ad spend
Pouring money into social media ads isn’t paying off for many marketers. As ROI shrinks, here are the alternatives that marketers are exploring to drive results.
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63% of Gen Z Indians give high importance to mental health: Study
Nearly 78% of India’s Gen Z feel positive about taking responsibility for their own health, finds a global Gen Z study conducted by Burson.
India's athlete endorsements touch INR 1,224 crores in 2024: Report
India’s sports sponsorship industry crosses INR 16,633 crores in 2024, posting a growth even in non-cricket sponsorships, finds GroupM ESP report.
65% IPL enthusiasts recall campaigns backed by influencers: Study
59% IPL fans engage with influencers, and 14% buy products based on recommendations from those with long-term brand partnerships, finds iCubesWire IPL survey.
Local pitches make up 62% of India’s total 2024 ad contracts: Report
Wavemaker, Spark Foundry, PHD emerge as top media agencies, finds New Business Barometer 2024 report by COMvergence.
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