Advertising volume in the film genre grew by 13% in 2021 compared to 2020 and by 49% compared to 2017. According to TAM AdEx data from the film genre, the strongest growth in advertising volumes was seen in 2021 compared to 2017. However, the April-June 21 period saw a 9% drop in ad volumes in the movies genre compared to January-March 21.
The report also states that June 21 saw the lowest ad volume share in the genre at 7.3%, compared to the highest share in October 21.
Meanwhile, the movie genre’s share of overall TV advertising fell 2% in 2021. 2020 saw the highest share of 23% in advertising volume in the past five years.
In 2020 and 2021, the Hindi Movies category led in terms of ad volumes with over 40% share. Additionally, two of the top five subgenres retained their rank in 2021 while Telugu Movies was replaced by Tamil Movies. In 2021, Kannada Movies replaced Bengali Movies to take the third position in terms of advertising volumes.
In terms of number of advertisers, the Movies genre saw a decline of 16% in Q2 21, which rebounded 20% in Q3 21 and 29% in Q4 21 compared to Q2 21. The number of brands in the genre fell by 14% in Q2 21 and recovered by 13% and 24% respectively in Q3 21 and Q4 21 compared to Q2 21.
Personal Care/Personal Hygiene leads with 23% ad volume share. The top three sectors maintained their rank in 2020 and 2021 with Personal Care/Personal Hygiene, and F&B contributing 46% of ad volumes.
On the category side, toilet soaps with 6% dominated the Films genre last year. The top ten categories added 38% share of Movies ad volumes. Dairy beverages moved up four spots to rank second in 2021 compared to 2020, while Carbonated Soft Drinks and Rubs & Balms were new entrants to the 2021 Top 10 list.
According to the report, more than 190 categories saw positive growth. Dairy drinks saw the largest increase in secondary ads, followed by carbonated soft drinks in 2021 compared to 2020. In terms of percentage growth among the top ten categories, carbonated soft drinks saw the highest growth at 95% .
HUL and Reckitt Benckiser remained at the top two spots in the Movies genre for both years. Procter & Gamble saw the highest positive ranking change and the top 100 advertisers accounted for 86% of the overall Movies ad share. Among brands, Dettol toilet soaps leads more than 3100 brands advertising in the Movies genre. Interestingly, of the top ten brands, four were each owned by HUL and Reckitt.
Over 540 advertisers and 1,500 brands were exclusively advertised last year, with EPX Uptech and Moov Strong Diclofenac Gel topping the list of exclusive advertisers and brands respectively.
Data from the TAM adex indicates that regional and national movie channels had an almost equal share of ad volumes in both years. The ratio of regional and national channels was 49:51 while in 2021 it was 52:48.
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