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TV advertising shows resilience during second Covid wave, says new report
Mumbai: Several states have begun the unlock process, as the second wave of Covid-19 begins to ebb out after its catastrophic impact across sectors. Television and film shoots have resumed under strict restrictions, allowing the media and entertainment industry to emerge out of the crisis.
According to a recent report by Elara Capital, the second wave has submersed advertising spends softly versus 2020 levels. The first wave that hit last year defaced Q1FY21 ad revenues with decline of 61 per cent YoY(ex-IPL) for TV, 79 per cent for print, and 87 per cent for radio sectors, highlighted the report. The report has not factored the impact of the Indian Premier League (IPL).
“Nevertheless, we expect Q1FY22 tapering to diminish, versus FY20 base, at 25 per cent decline for TV, 45 per cent for print, and 35 per cent for radio. This is primarily because of the ongoing TV shoots led by a shift to alternate locations with minimal Covid impact on fresh content, state-level restrictions versus pan-India lock-down in 2020 and continued print-newspapers’ circulation and delivery, leaning on 2020 learnings,” said the report, adding that vaccination pace should trigger a sharp ebb in new cases, which could uncork a faster unlock versus 2020 levels.
TV advertising to revive faster than print, radio
According to the report, TV advertising will reach pre-pandemic levels by FY2022 faster compared to print and radio. It estimates TV/digital advertising will grow 18.6 per cent (ex-IPL)/25 per cent YoY in FY22 respectively as verticals such as FMCG, e-commerce, auto, and telecom enjoy a larger share in these mediums. TV also remains the preferred medium for brand-building and favoured choice for advertisers as it has the widest reach among mediums.
While, it predicted tough times for print and radio which are likely to take a longer time, given higher exposure to local/SME advertising segments. Other verticals like cinema and out-of-home advertising (OOH) will also need more time to recuperate from the impact of the pandemic, it said.
“The shoots were not stalled completely for TV and films as several producers had shifted to alternate locations. Moreover, verticals like FMCG and e-commerce have a good presence for TV ad spends. It’s also important to note that TV’s has the least reliance on local ad spends compared to other mediums,” said Elara Capital vice president and research analyst Karan Taurani.
Regional broadcasters and news genre to outshine others
According to the Elara Capital report, regional broadcasters are expected to outperform others in FY2022 when the industry returns to normalcy. Sports and news are the two genres with continued demand for live consumption, which should support their growth in the linear medium.
“Regional genres such as Marathi, Telugu, Tamil, Malayalam offer a largely untapped opportunity in advertising growth, as their transition to the digital medium should take longer versus Hindi and English genres. TV Today Network (TVTN) and Zee Entertainment (ZEEL) are our top picks within the listed broadcaster space given their presence in key genres and market share gain visibility,” as per the report.
According to the report, the average time a person spends on television has risen drastically post the coronavirus lockdown, and the trend is still continuing. Moreover, social distancing norms may continue as a precautionary measure even after the lockdown, which could further elevate the TV viewing time.
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.
