Music and Youth
Ad volumes on music genre see steep rise in Q4: TAM
NEW DELHI: Covid2019 impacted nearly every genre on television. People were forced to stay indoors and as a result they spent a lot of time watching news, movies, music and shows on TV, resulting in a massive viewership spike.
Films / shows, news and music were the key source of entertainment for the audiences. The music genre platforms created curated lists to offer respite to audiences from news of the pandemic. However, the genre was hit in terms of advertising, like many others.
TAM recently released data that showed ad volumes per day fell sharply in Q2 but witnessed a sharp rise in Q4. In Q2 it fell to just 56 hours per day, whereas it surged to 157 hours per day in Q4. This is in line with the fact that 90 per cent advertisers paused advertising in the early days of the pandemic and only started resuming their spends during the early Unlock phase.
The monthly share of ad volumes for the genre is as follows. It depicts the growth in the genre barring December 2020, when it registered a slight decline.
The data clearly reflects that the genre clocked the lowest ad volumes in the last five years.
The top five sub genres in 2019 were – Hindi, Tamil, Telugu, Kannada and Punjabi, while in 2020 the top sub genres were Hindi, Tamil, Punjabi, Telugu, and Kannada.
Personal care and food & beverages sectors were the leading advertisers in this genre, however, toilet soaps, toilet/floor cleaners and e-comm/entertainment/social media were the leading advertising categories in the genre in 2020.
HUL and Reckitt Benckiser India were the leading advertisers, while Dettol Antiseptic, Dettol Toilet Soaps and Lizol were the leading brands in the genre.
The report also highlighted that ad volumes had a split of 63:37 between national and regional. In 2019, this split was nearly the same.
During the Unlock phase, the movie genre saw nearly 120 hours of average ad volumes per day, which was 93 per cent more than the lockdown period.
Ad volumes were maximum on primetime band and the 20-40 seconder ad format still ruled the segment.
MUMBAI: Mumbai is about to witness something it has never seen before. The Global Youth Festival arrives on 6-7 December at Jio World Garden with 15,000 attendees and 60-plus experiences sprawled across six sprawling arenas. On its sixth edition, this is no ordinary jamboree—it is a carefully orchestrated collision of wellness, adventure, arts, music, yoga and social change.
Chief Minister of Maharashtra Devendra Fadnavis will throw open the proceedings with a landmark ceremony, signalling the state’s backing for a movement that has already mobilised youth across 20-plus countries and 170-plus cities. The sheer scale is staggering: 500-plus volunteers powering the machine, 600,000-plus volunteer hours logged across previous editions, and millions of lives touched annually.
The speaker roster is formidable. Diipa Büller-Khosla and Dipali Goenka, chief executive of Welspun India, will share the stage with Malaika Arora in conversations spanning leadership, creativity and culture. Union Minister for Sports and Youth Affairs Mansukhbhai Mandaviya will also attend, reinforcing GYF’s reach into the corridors of power.
But this is not mere talk. The Solaris Mainstage promises concerts from renowned Indian artists. Innerverse delivers a 360-degree LED spectacle of art, technology and sound. The Love and Care Arena houses hands-on projects spanning women’s empowerment, child education, rural upliftment and animal welfare. India’s largest outdoor sound-healing experience awaits. An inflatable obstacle course, neon drifter karts and open-sky bouldering cater to thrill-seekers.
Some have branded GYF the “Coachella of Consciousness.” Others call it “India’s Largest Sober Festival.” Spiritual visionary Pujya Gurudevshri Rakeshji, who inspired the festival, will deliver the Wisdom Masterclass. Every rupee goes to charity.
After Mumbai comes Kolkata on 14 December. New York looms next year. For one weekend in December, Mumbai becomes the epicentre of youth-driven change—and nothing will be quite the same after.
Tickets available on BookMyShow. Visit youthfestival.srmd.org or follow @globalyouthfestival on Instagram.
