Stories
Media Pitches Soar, Mid-Tier Creators Gain, BARC Ratings Urged
S
Storyboard•21-09-2026, 17:18
Media Pitches Soar, Mid-Tier Creators Gain, BARC Ratings Urged
- •India's media agency pitches reached $838 million in H1 2026, with Wavemaker and Publicis Media leading the rankings.
- •Brands are increasingly favoring mid-tier creators, with 60-70% of influencer briefs now targeting them due to better engagement and cost-effectiveness compared to mega influencers.
- •Broadcasters are urging the immediate restoration of BARC television ratings ahead of the festive season, welcoming the removal of the 10+2 advertising-duration cap.
- •Kevin Vaz has been reappointed as president of the Indian Broadcasting and Digital Foundation (IBDF) at its 27th AGM.
- •The Delhi High Court has restrained Bombay Shaving Co from running a revised advertisement in its ongoing dispute with Gillette, citing no significant difference from the original.
Key Questions Answered
India media agency pitches reached a total value of $838 million in the first half of 2026, with Wavemaker and Publicis Media leading the rankings.
Roughly 60 to 70 percent of influencer briefs now favor mid-tier creators because brands are closely scrutinizing returns on investment, placing more weight on engagement, watch time, cost per view, and conversions.
Kevin Vaz was reappointed as the president of the Indian Broadcasting and Digital Foundation during its 27th annual general meeting.
