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TV, radio, digital record surge in ad volumes; print lags behind: TAM report
Mumbai: TV, radio and digital witnessed recorded massive growth in ad volumes, however, print media lagged behind in the race, according to TAM AdEx Report that gives an overview of advertising sector for the year 2021.
The report further provided notable details for retail players across mediums.
Some of the key findings of TAM Adex 2021 report are as follows:
TV
In the television sector, Q4 witnessed 26 per cent ad volume growth compared to Q1 of 2021.
Ad volumes of the retail sector on television slightly dropped by nine per cent in 2021 as compared to 2019.
Retail outlets of jewellers alone contributed 54 per cent to the ad volume share of the retail sector. News channel genre topped preference list of retail players during 2021.
The top 10 advertisers accounted for more than 50 per cent shares of ad volumes in 2021 with Lalitha Jewellery Mart topping the list.
Ad volumes of the retail sector on television plunged by 39 per cent in 2021 over 2020. Lowest ad volumes observed in May 2021 and June 2021 which was during the second wave of Covid-19 pandemic.
Advertisers of retail sector preferred 20 to 40 seconds ad size on TV
Ad space of the retail sector in print fell by 44 per cent and 29 per cent in 2020 and 2021 respectively over 2019.Retail outlets of electronics and durables led the list of top 10 categories of the retail sector.
Top 10 advertisers accounted for more than 20 per cent share of ad space in 2021 with Reliance Retail leading the list.
Top 10 brands accounted for 19 per cent share of ad space in 2021 with Big Bazaar leading the list.General Interest publication genre added 99 per cent share of sector’s ad space.
Ad space in print witnessed double digit growth in January, August and October-November 2021.
As compared to Q1 of 2021, Q4 witnessed 74 per cent ad space growth.Among four zones, South topped for retail advertising with 46 per cent share in print during 2021.
Sales promotion for the retail sector accounted for more than 70 per cent share of ad space in print.
Radio
Ad volumes for the retail sector grew by 77 per cent in Q4 over Q1 of 2021.Ad volume for the retail sector on radio dropped by 37 per cent and 5 per cent in 2020 and 2021 over 2019 respectively whereas ad volumes rose by 40 per cent in 2021 compared to 2020.
October 21 registered the highest share of ad volume for the retail sector followed by 11 per cent in August 2021.
Top 10 advertisers accounted for 21 per cent share of ad volume in 2021 with Zota Healthcare leading the list.
Among the top 10 retail brands, four brands belonged to retail outlets- jewellers category. Maharashtra was the top state with 18 per cent share of ad volumes followed by Gujarat with 17 per cent share.
Advertising for retail was preferred in afternoon and evening time-bands on radio.
Digital
Ad insertions of the retail sector on digital plunged by 29 per cent in 2021 over 2019. Highest percent observed in December 2021 which had 15 per cent of total digital ad insertion shares. Compared to Q1 of 2021, Q4 witnessed more than two times ad insertion growth.
After the second wave of Covid, December 2021 had the highest share of ad Insertions followed by September 2021.On digital medium, electronics and home stores were top retail categories with 26 per cent and 17 per cent respectively.
Ad network topped with more than 70 per cent share of transaction method for retail sector in 2021. Top 10 advertisers accounted for more than 40 per cent share of ad insertions in 2021 with Infiniti retail leading.
Top 10 brands accounted for 44 per cent share of ad insertion in 2021 with Croma leading the list.
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.
