According to TAM AdEx Report on Rewinding Y 2022 for Movie Genre on TV, 20pc indexed growth in ad volumes obseved as compared to Y 2018. 23pc growth observed in Y 2021 as compared to Y 2018 and 13pc growth as compared to Y 2020. Highest Ad Volumes observed in Jul-Sep’22 among all the quarters of Y 2022, and a rise of 5pc as compared to Apr-Jun’22.
Feb’22 registered lowest share of Ad Volumes of 7.73pc whereas Oct’22 registered highest of 9.1pc in Movie genre.
Y 2020 has the highest of 23pc share of Ad Volumes as there was no new content being created during Covid-19. The ratio of ad volume share for Movie genre among all the other genre in Y 2022 was similar to Y 2018.
Hindi movies dominated the ad volumes in 2022 and 2021 with a share of more than 40pc. All the Top five subgenres retained their respective ranks in Y 2022 over Y 2021.
The count of advertisers and brands in the movie genre descended in Q4’22 compared to other quarters of Y 2022.
Among the Leading Sectors, ‘Food & Beverages’ topped with 24pc share of Movie Genre’s ad volumes. The top seven sectors retained their positions for the years 2022 and 2021, with the F&B and Personal Care/Personal Hygiene sectors accounting for 45pc of the ad volumes for Movies by genre.
In the Leading Categories, Toilet Soaps led the Movie genre’s Ad Volumes by 6pc share in Y 2022. Top 10 categories added 36pc share. Toilet Soaps retained their 1st rank.
130+ Categories registered Positive Growth on Movie genre. During Y 2022, Mosquito Repellents saw the highest increase in Ad secondages as compared to Y 2021, followed by Ecom-Wallets. In terms of growth percent among Top 10 categories, Air Fresheners topped with highest growth of 2.8 Times. Three categories out of top 10 growing categories belonged to F&B sector.
Among the Leading Advertisers, HUL, Reckitt Benckiser, Cadbury India, and Ponds India held the top spots in the Movie genre throughout the years 2021 and 2022. Coca Cola India observed highest positive rank shift in Y 2022 as compared to Y 2021. FMCG Players reign the list. Top 10 Advertisers contributed 47pc share while Top 100 advertisers accounted for 85pc share of overall Movie genre advertising.
40+ Advertisers advertised Exclusively in Movie genre during Y 2022. Advanced Hair Restoration India was the top Exclusive Advertiser in Movie genre.
In the Leading Brands, Dettol Toilets Soaps topped among the 3050+ brands advertising in Movie genre. Out of the Top 10 brands, five belonged to HUL and four belonged to Reckitt. Top 10 Brands contributed to 10pc share of Movies Ad Volumes. Four brands entered in Top 10 list during Y 2022 as compared to Y 2021.
480+ Advertisers and 1.4K+ Brands Exclusively advertised in movie genre during Y 2022 as compared to Y 2021. Cashgrail and Veet Pure were the top Exclusive Advertiser and Brand respectively.
Regional and National Movie channels had nearly equal share of Ad Volumes in both the years. Regional Movie Channels had more than 50pc share of Ad Volumes.
Hewlett Packard India and Kaleesuwari Refinery were leading Exclusive advertisers on National and Regional Movie channels respectively during Y 2022. 95+ Exclusive Advertisers on National and 685+ on Regional channels were present in Movie genre during Y 2022.
Prime Time was the most preferred time-band on Movie genre followed by Afternoon and Evening time-bands. Prime Time, Afternoon & Evening time bands together added more than 60pc share of ad volumes.
In Y 2022 & 2021, 20-40 sec ads in Movie genre had more than half the pie of ad volumes share. Ad Commercials of 20-40 seconds were most preferred for advertising on Movie channels during both the years.
Commercial advertising added 78pc share of Ad Volumes whereas Promos had 22pc share in Y 2022 in Movie genre.
