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TV remains significant for Indian viewers and advertisers
Mumbai: Television (Linear TV) remains an important medium of communication in today’s digital age. While on-demand streaming services and online video platforms have been showcased as the next big wave, it is equally important to note that linear TV continues to play a significant role in shaping public opinion, informing viewers about current events, and entertaining audiences of all ages.
One of the key advantages of linear TV is its ability to reach a wide audience simultaneously. This makes it a powerful tool for disseminating important information to the masses, such as news bulletins, weather forecasts, and emergency alerts. Linear TV also offers a range of high-quality programming, from dramas and documentaries to Live Sports (like the ongoing IPL 2023) & and game/reality shows. Another advantage of linear TV is that it is easily accessible to viewers. Almost 200 million Indian households still rely on Pay & Free-to-Air TV as their primary source of entertainment and information. Audiences also enjoy the communal experience of watching these programs Live, whether it’s to cheer on their favourite sports team or to discuss the latest political developments during election counting days, with friends and family.
For one of the mega blockbuster tent-pole properties in India, as per BARC viewership numbers, every one out of 2.5 Indians watches IPL on TV! If one compares IPL with big four non-fiction shows like game show, singing reality, action reality and drama reality that reached 134 mn, 154 mn 167 mn and 191 mn audiences respectively, IPL on TV stands way taller than any of the Big 4 non-fiction shows in reaching a whopping 360 mn audiences! Together, they cross 433 mn audiences that Advertisers seeking mass consumer reach just can’t ignore!
Moreover, Linear TV provides a more curated experience, with channels and schedules that provide a sense of structure and familiarity for discovery. This makes it easy for audiences to navigate through content. Linear TV also plays an important role in advertising, with companies still investing significant amounts of money in TV advertising. Advertisers recognize the wide reach of linear TV and the potential to connect with a large audience. Data insights from TAM Media Research, the leading data provider on AdEx and sports monitoring, confirms that 38 categories and 56 advertisers have been consistently advertising on TV during IPL since the last 3 years. The interesting part to note is that one of every three advertisers from these categories are spending more than 50 per cent of their total Annual TV Ad budgets on IPL through TV!
Obviously, gauging ROI for these advertisers is a key aspect that the platform needs to provide. Insights from Kantar World Panel study executed during the IPL TV telecast reinforces the advantage of Advertising consistency during IPL on TV, with results showing continuous gains for the brands. An Ecom Food/Grocery category advertiser that consistently advertised in the last three years, saw a 3.8 times inflection during IPL using TV platform. The report also asserts a superior growth impact of TV advertising on IPL for household purchases visible across a leading brand from Wafer/Chips category. The brand advertising during IPL on TV could see a 21 per cent growth in household purchases vs a non IPL advertising campaign that delivered only five per cent growth.
Another case study from the Kantar World Panel study showcases a brand from the chocolate category experiencing increase in purchase and consumption by existing brand buyers, during their campaign on TV during IPL vis a vis a non IPL campaign. The brand garnered a 64 per cent growth in consumption during their IPL campaigns on TV vs a 7 per cent growth during non IPL campaigns.
One of the leading brands from the Noodle category also experienced positive impact after associating with IPL TV. The brand saw a dis-proportionate consumption growth leading to market share gain post advertising on IPL – TV.
In conclusion, while the media landscape has undergone significant changes in recent years, linear TV remains an essential component of our communication infrastructure. It has enabled the leading sports event- IPL to capture the hearts of 530 mn audiences to Live viewing and over 200 Advertisers in the last 5 years. Its ability to reach a wide audience, provide high-quality programming that engages audiences and helps advertisers ride on the content to deliver high growth results in penetration & consumption of brands among consumers makes it a continuing important medium even in the present age.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
