As per TAM AdEx‘s recent report, Reflections of Y 2023 for Advertising in Movies Genre, spanning TV, Print, Radio, and Digital for 2023, ad volumes for the Movie Genre saw a 4% growth compared to 2022. In 2023, Hindi Movies took the lead as the top Sub-Genre on TV. During the year, more than 470 advertisers and 1.4K+ brands exclusively advertised in the Movies Genre.
Trends in Ad Volumes of Movie Genre
In Y 2023, ad volumes for the Movie Genre went up by 27% compared to 2019. Moreover, there was a 4% increase in ad volumes in 2023 compared to 2022.
Notably, ad volumes in the second quarter of 2023 were 5% higher than those in the fourth quarter of the same year.
Share of Movie Genre in overall TV Advertising: Y 2019-23
In 2024, the Movies Channel Genre secured the second-highest share of advertising volumes among various channel genres.
Top 5 Sub-Genres of Movies Genre
Hindi Movies continued to dominate in terms of ad volumes, holding a share of over 40% in both 2023 and 2022.
In 2023, the top 5 Sub-Genres collectively accounted for 77% of the advertising share. The top 4 Sub-Genres maintained their positions from 2022 to 2023.
Tally of Categories, Advertisers and Brands in Movie Genre – Quarter wise
The count of Categories, Advertisers and Brands consistently increased over the period, but, it was seen highest during Q’4 of Y 2023.
Leading Sectors: ‘Food & Beverages’ topped with 25% share of Movie Genre’s ad volumes
During 2023, the Top 4 Sectors retained their respective positions compared to 2022. The combined contribution of the top 10 Sectors accounted for 93% of the advertising volumes in 2023. Among the top 10 sectors, the BFSI Sector was the sole newcomer in 2023 compared to 2022.
Leading Categories: Toilet Soaps (9%) led the Movie Genre in Y 2023
Toilet Soaps maintained its 1st position with a 9% share of ad volumes in 2023 compared to 2022. Washing Powders/Liquids ascended to the 2nd position with a 4% share of ad volumes compared to its 3rd position in 2022.
Together, the top 10 categories covered 38% share of ad volumes in 2023. In 2023, Biscuits was the only new entrant with a 3% share of ad volumes compared to 2022.
Growing Categories: 145+ Categories registered Positive Growth on Movie Genre
During 2023, Toilet Soaps experienced the highest increase in ad secondages compared to 2022, followed by Washing Powders/Liquids with 54% and 15% growth in ad volumes respectively.
In terms of growth percentage among the Top 10 categories, Air Fresheners topped with the highest growth, reaching three times its previous volume.
Leading Advertisers: FMCG Players reign the Top 10 list
Top 10 Advertisers contributed a 57% share of the Movies genre’s Ad Volumes.
HUL led the pack with a 22% share of ad volumes in 2023. Alongside HUL, Reckitt Benckiser (India) and P&G maintained their respective positions in 2023 compared to 2022.
Nestle India emerged as a new entrant, securing the 10th position in 2023, climbing from its 11th position in 2022.
Exclusive^ Advertisers in the Movies Genre: Y 2023
In the Movie genre, Devdarshan Dhoop Industries stood out as the primary exclusive advertiser among the 35+ advertisers prominently featured in 2023.
Leading Brands in Y 2023
Dettol Toilet Soaps topped among the 3,000+ brands advertising in the Movie Genre. Compared to 2022, Dettol Toilet Soaps retained its 1st position in 2023.
Sandoor Sandal and Turmeric, Lifebouy Toilet Soap, and Colgate Dental Cream were new entrants during 2023 over 2022.
Out of the top 10 brands present in 2023, 4 of them belonged to Reckitt Benckiser (India) and 4 belonged to Hindustan Unilever.
Leading Exclusive^ Advertisers and Brands: Y 2023
470+ advertisers and 1.4K+ brands exclusively advertised in the Movie Genre during 2023 compared to 2022. Piramal Capital & Housing Finance and Lux Jasmine & Vitamin C+E were the top exclusive advertisers and brands respectively during 2023 compared to 2022.
Advertising share by Time-Bands in Movie Genre
Prime Time was the most preferred time-band on the Movie Genre, followed by Afternoon and Morning time-bands. Together, Prime Time, Afternoon, and Morning time bands contributed to more than 70% share of ad volumes.
Ad Size in Movie Genre: Y 2023 and Y 2022
In both 2023 and 2022, ads lasting for 20-40 seconds dominated the advertising landscape of the Movie genre on TV, accounting for over half of the total ad volumes.
Following closely, commercials lasting less than 20 seconds emerged as the second most favored choice for advertising on Movie channels in both years.
