TAM shared its report on Mirroring 2020 for Advertising in Movies Genre. The report talked about Advertising Trends in Movies Genre, Share of the Genre in overall TV Advertising, Leading Sectors, leading categories, Leading Brands of Movies Genre, Advertising on National & Regional Channels of Movies genre and many more.
There was 60% of rise in Advertising Trends in Movies Genre in 2020 as compare to 2016. Resurgence in Ad Volumes seen on Movies during 3rd and 4th quarter i.e., Unlockdown period after drop in 2nd quarter due to Lockdown.
Average Ad Volumes in Movies genre recovered quickly during unlockdown period (Jun-Dec’20) after deep in Apr-May’20 due to lockdown. Oct-Nov’20 saw highest share of average Ad Volumes due to festive period. And Dettol Toilet Soaps was the top brand during Apr’20 and Aug-Dec’20 in Movies genre. If we look at overall TV Advertising genres, Movies genre had increasing trend of Ad Volumes’ share during 2016- 2020.
In Top 5 Subgenres of Movies Hindi Movies subgenre topped during both the years with 46% share of Ad Volumes. Among the Top 5, Bhojpuri and Kannada Movies were the new entrants; Bengali Movies observed positive rank shift. Whereas English Movies which ranked 2nd in 2019 was not present among Top 5 subgenres of 2020.
If we see Tally of Categories, Advertisers and Brands in Movies Genre then Count of Advertisers and Brands dropped by 62% & 64% in Q2’20 which recovered by 65% and 71% respectively in Q4’20 over Q2’20. And Tally of categories, advertisers and brands started increasing during unlockdown period (Jun-Dec’20) after deep in Apr May’20 due to lockdown.
In leading sector Personal Care/Personal Hygiene sector topped with 26% share of Ad Volumes followed by F&B with 20% share. Top 4 sectors together added 65% share of Ad Volumes which were also on top during Y 2019. And the BFSI sector was the new entrant in the Top 10 list of 2020; Personal Healthcare, Laundry and Building, Industrial & Land Materials/Equipments observed positive rank shift.
Whereas in Leading Categories Toilet Soaps leads among the categories of Movies genre with 9% share of Ad Volumes in Y 2020. Toilet Soaps, Shampoos, Washing Powders/Liquids and Tea categories maintained their ranks. 3 out of Top 10 categories (ranked 6, 8 & 9) belonged to Food & Beverages sector. Moisturising Lotion/Creams category was the new entrant in Top 10 categories’ list. Positive rank shift observed in Tooth Pastes and Milk Beverages categories.
In Top Growing Categories, 145+ Categories registered Positive Growth. Ecom-Media/Entertainment/Social Media saw the highest increase in Ad secondages, followed by Shampoos during Y 2020 compared to Y 2019 in Movies Genre. In terms of growth %, Range of Toiletries category witnessed highest growth % of 19 times followed by Detergent Cakes/Bars with 7 Times growth. And in the leading advertising HUL topped among the Movies advertisers followed by Reckitt Benckiser on 2nd position during Y 2020. Top 5 advertisers maintained their positions. Marico was the new entrant in Top 10 advertisers’ list.
In Exclusive Advertisers in the Genre 2020 60+ advertisers advertised exclusively in Movies genre during Y 2020. where Ganesh Industrial Corporation was the top exclusive advertiser in Movies genre followed by Mubi India. And in Leading Brands of Movies Genre in 2020 Dettol Toilet Soaps was the top brand during 2020 followed by Clinic Plus Shampoo. Top 10 brands together added 12% share of Ad Volumes during Y 2020. whereas 6 out of Top 10 brands were from HUL.
National TV Advertisements means airing or telecasting of an advertisement on National television channel – that are visible nationwide and are broadcast in national or international languages like Hindi or English. National and Regional channels had 51% and 49% share of Ad Volumes respectively during 2020 in the Movies genre. Ad Volumes on Regional channels saw 18% rise in 2020 compared to 2019.
Unlockdown Period saw 280+ Hours of Average Ad Volumes/Day i.e. 93% growth in average Ad Volumes/Day was seen during Unlockdown period compared to Lockdown period. Tally of Categories grew by 64% whereas that for Advertisers and Brands rose by nearly 3 Times during Unlockdown period.