Mumbai: TAM AdEx has released its half-yearly report for advertising in the movie genre for the period Jan-Jun’ 23. As per the ad volume trends of the news genre, there was a four per cent rise in Jan-Jun’23 compared to Jan-Jun’22. In Jan-Jun’23, ad volumes on movie genre increased by five per cent compared to Jan-Jun’21. May'23 observed the highest share of ad volume of 18 per cent for the period of Jan-Jun’23.
Jan-Jun’21 and Jan-Jun’23 both had a 21 per cent share of ad volumes for the movie genre, whereas, Jan-Jun’22 had the highest share of other genres of 80 per cent.
Amongst the top five subgenres of the movie genre, Hindi movies had the highest share of ad volumes in Jan-Jun’23 of 43 per cent. The top five subgenres retained their respective positions during Jan-Jun’23 compared to Jan-Jun’22. The top five subgenres accounted for more than 75 per cent share of ad volumes during both periods.
As per the tally of categories, advertisers and brands in the news genre (H1’21-22-23), the count of categories in the movie genre witnessed a growth of one per cent in H1’23 over H1’22. The count of advertisers in the movie genre increased by one per cent in H1’23 over H1’21.
The top three sectors retained their respective positions during Jan-Jun’23 compared to Jan-Jun’22. Banking/Finance/Investment was the only new entrant in the Top 10 Sectors during Jan-Jun’23 compared to Jan-Jun’22. The top 10 sectors together added 92 per cent share of ad volumes during Jan-Jun’23.
In terms of leading categories, toilet soaps secured first position with eight per cent share of ad volumes in Jan-Jun’23. Biscuits was the new entrant in the top 10 categories with three per cent share of ad volumes in Jan-Jun’23. Four out of the top 10 categories belonged to food & beverages (F&B) sector during Jan-Jun’23. The top 10 categories in Jan-Jun’23 together added 38 per cent share of ad volumes.
Amongst the top-growing categories, 125+ categories registered positive growth. Toilet soaps observed the highest increase in ad secondages, followed by ecom-gaming during Jan-Jun’23 compared to Jan-Jun’22 in the movie genre. In terms of growth % among the top 10 categories, home insecticides witnessed the highest growth of 8 Times followed by two-wheelers with two times growth.
When it comes to the leading advertisers in Jan-Jun’23, Hindustan Lever was the leading advertiser with a 15 per cent share of ad volumes, followed by Reckitt Benckiser (India) with an 11 per cent share. Godrej Consumer Products ascended to the third position in Jan-Jun’23 compared to Jan-Jun’22. Pepsi Co and Procter & Gamble Home Products were the new entrants during Jan-Jun’23 compared to Jan-Jun’22.
As per the exclusive advertisers in the movie genre, 20+ advertisers were present exclusively in the movie genre during Jan-Jun’23. Bosna Digital Entertainment was the top exclusive advertiser in the movie genre followed by My Vishwa Technologies.
When it comes to the leading Brands in Jan-Jun’23, Glow & Lovely Advanced Multivitamin ascended to the top position. Close Up Ever Fresh, Santoor Sandal and Turmeric, Colgate Dental Cream & Maaza were the new entrants during Jan-Jun’23 compared to Jan-Jun’22. Dettol Toilet Soaps descended to the third position during Jan-Jun’23, after leading the list of the top 10 brands in Jan-Jun’22. Harpic Power Plus 10x Max Clean retained its second position during Jan-Jun’23 compared to Jan-Jun’22.
As per the report, prime time was the most preferred time-band in the movie genre, followed by afternoon and morning time bands. Prime time, afternoon, and morning time bands together added 64 per cent share of ad volumes.
When it comes to the ad size in the movie genre in Jan-Jun’22-23, 20-40 sec ad size in this genre witnessed one per cent growth in ad volumes compared to Jan-Jun’22. Ad commercials of 20-40 seconds were most preferred for advertising on movie channels during both periods.
