'Movie Channel Ad volumes saw slight dip in '22 Vs '21'

Mumbai: Ad volumes for movie channels have seen a marginal dip of 2.4% in 2022 as compared to 2021, according to a report by ADEX India, a division of TAM Media Research though 2021 was the peak year for the movie genre in terms of ad volumes in the last five years. However, ad volumes for the genre have grown 13% in 2022 from 2020, the report added.

The average ad volumes on movie channels stood at 270.5 hours in 2022 with July-September registering the highest ad volumes among all the quarters of 2022. A month-wise analysis shows that February 2022 registered the lowest share of ad volumes, while October logged the highest ad volumes.

The share of the movie genre in overall TV advertising stood at 20% in 2022. At 23%, the genre had the highest share of ad volumes in 2020 as there was no new content being created during Covid-19.

Innocean Worldwide Communications Group Director Sridhar Balasubramanian said the movie genre remains a sure shot bet for advertisers in terms of return on investment (ROI). "Movie channels deliver consistent ratings due to which they are an important part of the TV advertising mix for clients," he added.

Hindi movie channels dominated the ad volumes in 2022 and 2021 with over 40% share followed by Bhojpuri, Kannada, Tamil and Bengali. "In recent times, movies has been the go to genre for brands especially in the Hindi belt where in all probability it is the FTA movie channels which have seen the uplift with the 4 FTA GECs hopping on and off DD Free Dish," Madison World Chief Buying Officer Vinay Hegde said.

The average count of categories, advertisers and brands in 2022 stood at 261, 661, and 1584 respectively. The count of advertisers and brands in the movie genre declined in Q4'22 compared to other quarters of 2022.