As per TAM AdEx‘s recent report Rewinding Y 2022 for Advertising in Movies Genre, in Y 2022, 22% indexed growth was observed on Movie genre compared to Y 2019 and 13% growth compared to Y 2020.
Hindi movies dominated the Ad Volumes for the Movie genre in both of the years 2022–2021 with a share of more than 40%. More than 480 advertisers and more than 1.4K brands exclusively advertised during Y 2022 compared to Y 2021.
As per the report, Regional and National Movie channels had 55% and 45% share of Ad Volumes respectively in Movies genre during Y 2022.
Key Highlights:
In Y 2022, 22% indexed growth observed on Movie genre compared to Y 2019 and 13% growth compared to Y 2020.
HUL, Reckitt Benckiser, Cadbury India, and Ponds India all kept their rankings in both 2021 and 2022.
Hindi movies dominated the Ad Volumes for the Movie genre in both of the years 2022–2021 with a share of more than 40%.
The count of advertisers and brands in the movie genre descended in Q4’22 compared to
other 3 quarters of Y 2022.
The Top 7 sectors retained their ranks in Y 2021-22 with F&B and Personal Care/Personal Hygiene sector contributing 45% share of Ad Volumes in Movie Genre.
Toilet Soaps category led the Movie genre with 6% share of ad volumes in Y 2022.
3 out of Top 10 growing categories belonged to F&B sector.
480+ advertisers & 1.4K+ brands exclusively advertised during Y 2022 compared to Y 2021.
Regional and National Movie channels had 55% and 45% share of Ad Volumes respectively in Movies genre during Y 2022.
In Y 2022 & 2021, 20-40 sec ads in Movie genre had more than half of pie the ad volumes share.
Trends in Ad Volumes of Movie Genre: 20% rise in Y 2022 as compared to Y 2018
In Y 2021, 23% indexed growth observed in Movie genre as compared to Y 2018 and 13% growth as compared to Y 2020. The Highest Ad Volumes observed in Jul-Sep’22 among all the quarters of Y 2022. Jul-Sep’22 registered a rise of 5% in ad volumes in Movie Genre as compared to Apr-Jun’22.
Monthly Share of Avg. Ad Volumes/Day: Y 2022
Feb’22 registered lowest share of Ad Volumes in Movie genre i.e. 7.73 %. Oct’22 registered highest Ad Volumes in Movie genre.
Share of the Movie Genre in overall TV Advertising: Y 2018-22
Y 2020 has the highest share of Ad Volumes i.e. 23% 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.
Top 5 Sub-genres of Movies Genre
Hindi movies dominated the ad volumes in 2022 and 2021 with a share of more than 40%. All the Top 5 subgenres retained their respective ranks in Y 2022 over Y 2021.
Tally of Categories, Advertisers and Brands in Movie Genre – Quarter wise
The count of advertisers and brands in the movie genre descended in Q4’22 compared to other quarters of Y 2022.
Leading Sectors: ‘Food & Beverages’ topped with 24% share of Movie Genre’s ad volumes
The top 7 sectors retained their positions for the years 2022 and 2021, with the F&B and Personal Care/Personal Hygiene sectors accounting for 45% of the ad volumes for Movies by genre.
Leading Categories: Toilet Soaps(6%) led the Movie genre in Y 2022
The top 10 categories added 36% share of Movies genre’s Ad Volumes. Toilet Soaps retained their 1st rank in Y 2022.
Top Growing Categories: 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% among Top 10 categories, Air Fresheners topped with highest growth of 2.8 Times. 3 categories out of top 10 growing categories belonged to F&B sector.
Leading Advertisers: FMCG Players reign the Top 10 list
Throughout the years 2021 and 2022, HUL, Reckitt Benckiser, Cadbury India, and Pond India held the top spots in the Movie genre.
Coca Cola India observed highest positive rank shift in Y 2022 as compared to Y 2021. The top 100 advertisers accounted for 85% share of overall Movie genre advertising.
Exclusive^ Advertisers in the Movies Genre: Y 2022
40+ advertisers advertised exclusively in Movie genre during Y 2022. Advanced Hair Restoration India was the top exclusive^ advertiser in Movie genre. (^ Present in Movies genre but not in Other genres)
Leading Brands in Y 2022: Dettol Toilets Soaps topped among the 3050+ brands advertising in Movie genre
Out of the Top 10 brands, 5 belonged to HUL and 4 belonged to Reckitt. Four brands entered in Top 10 list during Y 2022 as compared to Y 2021.
Leading Exclusive^ Advertisers and Brands: Y 2022
480+ advertisers & 1.4K+ brands exclusively advertised in movie genre during Y 2022 as compared to Y 2021. Cashgrail and Veet Pure were the top exclusive^ advertisers and brands respectively during Y 2022 as compared to Y 2021. (^ Present in Y 2022 but not in Y 2021)
National & Regional Channels: Regional Movie Channels had more than 50% share of Ad Volumes
Regional and National Movie channels had nearly equal share of Ad Volumes in both the years. Regional held 53% share in Y 2021 while National Channels held 47% share.
95+ Exclusive Advertisers on National & 685+ on Regional channels in Movie genre during Y 2022
Hewlett Packard India and Kaleesuwari Refinery were leading Exclusive advertisers on National and Regional Movie channels respectively during Y 2022.
Advertising share by Time Bands in Movie Genre
The 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 60% share of ad volumes.
Ad Size in Movie Genre: Y 2021 and Y 2020
In Y 2022 & 2021, 20-40 sec ads in Movie genre had more than half of pie the ad volumes share. Ad Commercials of 20-40 seconds were most preferred for advertising on Movie channels during both the years.
Promotion vs. Commercial Ads in Movies Genre
Commercial advertising added 78% share of Ad Volumes whereas Promos had 22% share in Y 2022 in Movie genre.