According to TAM AdEx-Mirroring Year 2021 for Advertising in Movies Genre, Ad Volumes witnessed 49% indexed growth in the year 2021 as compared to the year 2017 and 13% growth compared to the year 2020.
The highest growth in Ad Volumes was observed in the year 2021 compared to 2017. Apr-Jun’21 registered a drop of 9% in Ad Volumes on Movies genre compared to Jan-Mar’21.
Jun 2021 registered the lowest share of Ad Volumes on the Movies genre i.e. 7.3 %. October 2021 registered the highest Ad Volumes in the Movies genre.
The year 2020 saw the highest share of Ad Volumes i.e. 23% for the Movies genre which dropped by 2% in 2021.
In the top 5 subgenres list, Hindi Movies topped with more than 40% share of Movies genre’s Ad Volumes during 2020 & 2021.
Two out of the Top 5 subgenres retained their ranks in 2021 while Telugu Movies was replaced by Tamil Movies. Kannada Movies jumped to the third position whereas Bengali Movies slipped to the fifth position in terms of Ad Volumes in 2021.
Count of Advertisers on Movies genre dropped by 16% in Q2’21 which recovered by 20% in Q3’21 and 29% in Q4’21 over Q2’21.
Count of Brands on Movies genre dropped by 14% in Q2’21 which recovered by 13% and 24% respectively in Q3’21 and Q4’21 over Q2’21.
In the Leading Sectors, Personal Care/Personal Hygiene topped the chart with 23% share of Movie Genre’s Ad Volumes. The Top 3 sectors retained their ranks during 2020 and 2021 with Personal Care/Personal Hygiene and F&B sector contributing 46% share of Ad Volumes on Movies Genre.6 out of Top 10 sectors maintained their ranks in 2021 compared to 2020.
In the Leading Categories, Toilet Soaps led the chart with 6% share of Ad Volumesof Movies genre in 2021. Top 10 categories added 38% share of the Movies genre’s Ad Volumes. Milk Beverages moved up by 4 ranks to claim the 2nd rank in 2021 as compared to 2020. Aerated Soft Drink and Rubs & Balms categories were the new entrants in the top 10 lists of 2021.
190+ Categories registered Positive Growth on Movies genre in the Top Growing Categories. Milk Beverages saw the highest increase in Ad second ages followed by Aerated Soft Drink in the year 2021 compared to 2020 in Movies Genre.
In terms of growth % among Top 10 categories, Aerated Soft Drink topped with the highest growth of 95%. 4 categories out of the top 10 growing categories belonged to the F&B sector.
Among the Leading Advertisers, FMCG Players reigned to the Top 10 list. HUL and Reckitt Benckiser retained the first and second positions respectively in the Movies genre during 2020& 2021. Procter & Gamble took a steep leap from 8th position to 5thposition in 2021 compared to 2020. Top 100 advertisers accounted for 86% share of overall Movies genre advertising. Top 10 Advertisers contributed 50% share of Movies genre’s Ad Volumes.
40+ Advertisers advertised Exclusively in the Movies genre during the year 2021 with The Wedding Extraordinaire leading the chart.
Among the 3100+ brands advertising on the Movies genre in 2021, Dettol Toilet Soaps topped the list in the Leading Brands category. Out of the Top 10 brands, 4 belonged to HUL and Reckitt each. 6 brands entered in Top 10 list during the year 2021 over the year 2020. Top 10 Brands contributed 10% share of Movies Ad Volumes.
540+ Advertisers & 1.5K+ Brands Exclusively advertised in 2021 compared to 2020.
EPX Uptech and Moov Strong Diclofenac Gel were the top Exclusive Advertiser and Brand respectively in 2021 compared to 2020.
Regional and National Movie channels had a nearly equal share of Ad Volumes in both the years 2020-21.
100+Exclusive Advertisers on National & 700+on Regional channels advertised in the Movies genre during the year 2021. Accenture Solutions and Kaleesuwari Refinery were leading Exclusive advertisers on National and Regional Movie channels respectively during 2021.
Prime Time was the most preferred time-band on the Movies genre followed by Afternoon and Morning time-bands. Prime Time, Afternoon & Morning time bands together added more than 69% share of Ad Volumes.
In the years 2021 & 2020, <20 sec ads on the Movies genre had more than 1/4th the Ad Volumes share. Ad Commercials of 20-40 seconds were most preferred for advertising on Movie channels during both the years 2020-21.
Commercial advertising added 79% share of Ad Volumes whereas Promos had a 21% share in 2021 on Movies genre.
