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.
Music and Youth
TLC launches ‘World On My Plate’ with Shipra Khanna
New travel-food series premieres 29 March at 7:00 PM.
MUMBAI: Shipra Khanna just packed her bags and her flavours because when a celebrated chef takes you on a global plate tour, even the couch starts feeling like first-class. Warner Bros. Discovery India has announced the launch of World On My Plate with Shipra Khanna, a new travel and food series set to premiere on TLC on 29 March at 7:00 PM. Hosted and curated by the popular chef and television personality, the show blends food, travel and culture through an intimate and immersive lens.
Across three visually rich episodes, Shipra journeys to global destinations to explore not just what people eat, but why they eat it, uncovering the stories, traditions and human connections behind every dish. The series opens in London, weaving its iconic landmarks with diverse culinary scenes, before moving to Spain’s vineyards, olive orchards and coastal kitchens.
Warner Bros. Discovery head of advertising revenues for South Asia Tanaz Mehta said: “At TLC, our focus has always been on bringing authentic stories that reflect how people live and connect. World On My Plate builds on this by using food as a lens to explore shared traditions across geographies. We’re excited to collaborate with Chef Shipra Khanna, whose perspective brings both depth and relatability to these narratives.”
Shipra Khanna added, “Food has always been my way of connecting with people and understanding cultures. With World On My Plate, I’ve had the opportunity to step into new worlds, learn from incredible individuals, and share stories that go far beyond the plate. This show is very special to me.”
The series promises strong visual storytelling, meaningful interactions and a fresh perspective on global cuisine celebrating flavours alongside the emotions and traditions that shape them.
In a world where travel shows often feel like distant postcards, Shipra Khanna is serving up something far more personal: a passport to cultures through their kitchens, proving that the best way to understand a place is still through the plate. Tune in to World On My Plate with Shipra Khanna starting 29 March at 7:00 PM on TLC.
