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May’21 ad volume 64% higher than last year : BARC
Mumbai: Television continues to stay strong and resilient as a medium of advertising amid the second wave of the pandemic. Despite a marginal dip in April 2021, ad volumes in May 2021 have witnessed a 64 per cent growth as compared to May 2020, said Broadcast Audience Research Council (BARC) in its latest THINK report for May, 2021. The growth numbers remained at par with 2018 and 2019.
In a piece of good news for the broadcasters, out of the total of 2142 advertisers in May 2021, as many as 1,347 (63 per cent) were new advertisers. The FMCG category continued to dominate ad volumes with 72 per cent share, followed by ecommerce, with 10 per cent share in May.
“2021 began on a high note for television Ad Volumes. Moreover, it attracted over 60 per cent of the total advertisers in May this year, indicating that advertisers continue to bank on the medium. With lockdown easing up and upcoming big events, we expect TV Advertising to remain strong this year,” said BARC India Head – client partnership and revenue function Aaditya Pathak.
Regional genres bounce back
Advertising on GEC and movies genre continued to grow and both the genres outperformed the same period for the previous three years. While GECs witnessed a growth of 74 per cent, over last year, movies genres saw a growth of 76 per cent compared to May 2020.
Owing to the increasing consumption of regional content, advertising on South language GECs registered a staggering growth of 103 per cent while the rest of the Regional GECs witnessed 53 per cent growth in May 2021 vs May 2020. South Movies and Regional Movies channels witnessed 85 per cent and 129 per cent growth for the same period.
Steady growth of Top 10 advertisers
While over 70 per cent of advertising was dominated by the Top 50 Advertisers in May, the Top 10 advertisers had the highest share of 54 per cent since 2018. Advertising by the Top 10 advertisers continues to see steady growth.
Growth observed in ad volumes in the first quarter of 2021 has evidently seeped into the ongoing second quarter of the year, despite state-wide partial lockdowns being implemented in various parts of the country. Moreover, the growth witnessed in May 2021 reinforces the strength and robustness of television as a medium.
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.
