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Movie genre ad volumes up 13% in 2021 vs. 2020: report

Regional and national movie chains held 52% and 48% of ad volumes, respectively

Movie genre ad volumes grew 13% in 2021 compared to 2020. Additionally, movie genre ad volumes grew 49% in 2021 compared to 2017, according to the latest data released by AdEx. India, a division of TAM Media Research. The April-June 2021 quarter saw a 9% decline in ad volumes across the movie genre compared to the prior quarter. However, ad volume rebounded in the following quarter itself, while October saw the highest ad volumes across the film genre.

Among the subgenres, Hindi films topped over 40% of ad volumes for the film genre, followed by Bhojpuri films which took 10% share. While Telugu film genre was replaced by Tamil film in the top five list, Kannada film replaced Bengali film to take the third position in terms of ad volumes.

Meanwhile, the number of advertisers in the cinema genre fell by 16% in the second quarter of 2021 which recovered by 20% in the third quarter of 2021 and by 29% in the fourth quarter compared to the second quarter. In addition, the number of brands fell by 14% in the second quarter, then recovered by 13% and 24% respectively in the third and fourth quarters.

The personal care or personal hygiene sector and the food and beverage sector each contributed 23% of all sectors that advertised the film genre. Additionally, the toilet soap category led the movie genre ad volumes, while the top 10 categories added 38% share of the movie genre ad volumes. In the top 10, carbonated soft drinks and rubs & balms are the new entrants. The dairy beverage category saw the largest increase in postings, followed by the carbonated soft drink category in 2021.

Hindustan Unilever (HUL) leads the film advertisers, followed by Reckitt Benckiser. Additionally, Procter & Gamble observed the highest positive ranking change in 2021. The top 100 advertisers accounted for 86% of overall cinema genre advertising share. While more than 3,100 brands were announced in the film genre in 2021, Dettol Toilets Soaps was the most advertised brand. In 2021, over 40 advertisers and 1,500 exclusive advertised brands, EPX Uptech and Moov Strong Diclofenac Gel were the first advertiser and exclusive brand respectively.

Regional and national movie chains held 52% and 48% of ad volumes in the movie genre, respectively, in 2021. Across all time slots, commercials under 20 seconds accounted for a 27% share of cinematic genre ads. However, 20-40 second commercials were the most preferred for movie channel advertising.

Also Read: Digital advertising industry in India expected to reach market size of Rs 35,809 crore by 2023: report

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