News Headline
2% growth in GEC ad volumes: TAM AdEx report
Mumbai: TAM AdEx has released a report for ad spending in the general entertainment channels (GEC).
According to the report, trends in GEC ad volumes witnessed a 29 per cent rise in 2022 compared to 2018. It further reported that compared to 2021 the growth in 2022 was two per cent for GEC advertising. 2022 had the highest ad volumes since 2018. The third and fourth quarters of 2022 saw higher ad volumes than the first and second.
2022 saw the highest GEC share (28.5 per cent) of overall TV ad volumes since 2018.
Top five subgenres
The top five subgenres of GEC in 2022 were Hindi, Tamil, Telugu, Bengali and Malayalam GEC.
In both 2022 and 2021, Hindi GEC dominated the genre, accounting for more than 20 per cent of ad volumes. The top five subgenres accounted for around 69 per cent share of ad volumes during 2022.
The count of categories and advertisers on GEC genre dropped in Q3 FY22 and Q4 FY22 over Q2 FY22 whereas the count of brands peaked in Q3 FY22.
Leading sectors
The food & beverage industry led the way with a 28 per cent share of GEC genre ad volumes, followed by personal care and personal hygiene at 20 per cent. Sectors at ranks three, five, and nine observed a positive rank shift in 2022 compared to 2021.
Biscuits and aerated soft drinks were the new entrants among the top ten categories. Toilet soaps, toilet/floor cleaners, and chocolates saw a positive rank shift. The top ten categories accounted for 37 per cent of GEC genre ad volumes.
Top growing categories
180 plus categories registered positive growth. Mosquito repellents saw the highest increase in ad secondages, followed by biscuits during 2022 compared to 2021. Four out of the top ten growing categories belonged to the F&B sector.
HUL, Reckitt Benckiser, and Brooke Bond Lipton India remained one of the top three advertisers in both 2021 and 2022. Coca-Cola India and Procter & Gamble Home Products were the new entrants among the top ten in 2022. Godrej Consumer Products saw a positive rank shift. The top 100 advertisers accounted for 86 per cent of total GEC genre advertising.
Exclusive advertisers
There were over 800 plus exclusive advertisers in GEC genre in 2022. Ullu Digital was the top exclusive advertiser in the GEC genre, followed by Mangalam Matrimony.com. In GEC, there were over 1200 exclusive advertisers and brands that were present in 2022 but not in 2021.
Super market grocery supplies was the top exclusive advertiser during 2022 compared to 2021.
Leading brands
5,600 plus brands advertised on GEC genre. Dettol Antiseptic Liquid was the top brand, followed by Harpic Power Plus 10x Max Clean. The top four brands were from Reckitt Benckiser (India).
Prime time was the most preferred time band on GEC, followed by the afternoon and morning time bands. Prime time, afternoon, & morning bands combined contributed more than 60 per cent of ad volumes.
Share for less than 20 sec GEC ads rose by five per cent in 2022 over 2021. Ad commercials of 20 to 40 seconds were most preferred for advertising on GEC channels during both years. However, their share fell by four per cent in 2022 compared to 2021.
In 2022, commercial advertising accounted for 61 per cent of ad volumes, while promotions accounted for 39 per cent in the GEC genre.
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.
