In 2020, the film genre saw an 11% growth in advertising volumes compared to 2019, according to the TAM AdEx-Mirroring Y 2020 for Advertising in Movies Genre. The global genre recorded growth with over 105 movie channels compared to over 95 movie channels in 2019.
Similar to Hindi GEC and the industry, resurgence in ad volumes seen on films in the third and fourth quarters. According to the report, average ad volumes in the Movies genre quickly recovered during the unlock period (June-December 20) after a sharp drop in April-May 20 due to the lockdown. Additionally, the Oct-Nov’20 period saw the highest share of average ad volumes due to the holiday season.
In addition, the film genre has seen an upward trend in ad volume share over the period 2016-2020, but the year 2020 saw the highest share of movie ad volumes, accounting for 23% of global television advertising.
In terms of subgenres, the Hindi Movies genre dominated over the two years with a 46% share of ad volumes. Among the top five, Bhojpuri and Kannada Movies were the new entrants this year. While Bengali Movies observed a positive ranking change, English films that ranked second in 2019 were not in the top five subgenres of 2020.
Meanwhile, the number of advertisers and brands fell 62% and 64% in Q2’20 and increased 65% and 71% respectively in Q4’20 compared to Q2’20. According to the data, the count of categories, advertisers and brands started to increase during the unlock period (June-December’20) after falling in April-May’20 due to the lockdown.
Further, Personal Care / Personal Hygiene dominated with a 26% share of ad volumes, followed by F&B with a 20% share, and the top four sectors together added a 65% share of ad volumes. ‘announcements that were also in the lead in 2019. BFSI sector was the new entrant in the top ten list of 2020, personal health care, laundry and construction, industrial and land materials / equipment observed a change in positive ranking.
HUL leads the film advertiser, followed by Reckitt Benckiser in second in 2020. The top five advertisers maintained their position. Marico was the new entrant to the top ten advertiser list, while Colgate Palmolive, Godrej Consumer Products and Amazon observed a positive ranking change. In addition, over 60 advertisers advertised exclusively in the film genre in 2020, with Ganesh Industrial Corporation leading the list of best exclusive advertisers, followed by Mubi India.
Dettol toilet soaps were the first brand in 2020, followed by Clinic Plus shampoo. The top ten brands together added a 12% share of ad volumes in 2020.
On the positive side, the advertising share of regional channels increased by 5% over the year. National and regional cinema channels respectively held 51% and 49% of advertising volumes in 2020 in the Films genre against 56% and 44% respectively in 2019. Advertising volumes on regional channels increased by 18% in 2020 compared to to 2019.
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