Movie genre ad vol down 4% in H1 2024; Hindi movies lead with 41% share
As per TAM’s half-yearly report, in the first half of 2024, HUL led the advertising landscape with a 20% share, followed by Reckitt Benckiser at 12%
In Jan-Jun '24, ad volumes on movie genres decreased by 4% compared to Jan-Jun ’23, according to a TAM half-yearly report.
However, the share of the genre in overall TV remains the same. Jan-Jun’24 and Jan-Jun’23 both had 21% share of ad volumes for the genre.
As per the report, among the top five sub-genres in movies, Hindi movies had the highest share of ad volumes in Jan-Jun’24 i.e. 41%.
Additionally, the top two sectors - F&B and personal care - retained their respective positions during Jan-Jun’24 compared to Jan-Jun’23. All top 10 sectors were present in both Jan-Jun’24 and Jan-Jun’23. Also, the top 10 sectors together added 94% share of ad volumes during Jan-Jun’24.
In the first half of 2024, ‘toilet soaps’ emerged as the leading category with a substantial 9% share of advertising volumes, securing the top position in ad expenditure. Notably, Rubs and Balms made a debut in the Top 10 Categories, contributing a 3% share to the overall ad volumes. The Food & Beverages Sector had a notable presence, with three of its categories making it to the Top 10 list. Collectively, these top categories accounted for a significant 39% of the total advertising volumes during this period, highlighting their prominence and influence in the advertising landscape.
Among the top growing categories, Milk Beverages experienced the highest increase in advertising percentages within the Movie Genre, closely followed by Tea, when compared to the same period in 2023. Among the Top 10 categories, Vitamins/Tonics/Health Supplements saw the most significant growth, with an impressive 96% increase, while Noodles/Pasta followed with a notable 56% growth. This surge in ad spending reflects a marked shift in consumer interest and advertising strategies in these categories.
In the first half of 2024, HUL led the advertising landscape with a 20% share of ad volumes, followed by Reckitt Benckiser with 12%. The top three advertisers retained their positions from the previous year, reflecting consistent dominance in the market. Notably, Wipro and Colgate Palmolive emerged as new entrants in the top advertising ranks for January to June 2024, marking a shift in the competitive landscape compared to the same period in 2023.
Meanwhile, Harpic Power Plus 10x Advanced stood out as the only brand to maintain its exclusive position among the Top 10 brands, a distinction it held in comparison to the same period in 2023. Additionally, Head & Shoulders Dandruff, Lizol All In 1, and Lifebuoy Toilet Soap entered the Top 10 rankings for the first time in this period. Dettol Toilet Soaps achieved the top position in the rankings. Both HUL and Reckitt Benckiser were prominently featured, with HUL securing four spots and Reckitt Benckiser claiming three positions within the Top 10, underscoring their significant presence and influence in the market.
The Prime Time slot emerged as the most favoured time-band for advertising in the Movie genre, with Afternoon and Morning time-bands following closely behind. Together, these three time-bands accounted for a substantial 70% of the ad volumes.
Commercials ranging from 20 to 40 seconds remained the most popular choice for advertisers on Movie channels during both periods. Additionally, ads of less than 20 seconds saw a 3% increase in share within the movie genre compared to the same period in 2023, reflecting a slight shift towards shorter advertising formats.
