2% drop in movie genre’s ad volume in 2022
According to a report by TAM AdEx, over 1200 advertisers associated with the movie genre during 2022
The movie TV channel genre has witnessed a marginal decline of 2.44% in ad volumes in 2022 as compared to 2021. In 2021, the genre witnessed 23% indexed growth as compared to 2018 and 13% growth as compared to 2020, according to TAM AdEx-Rewinding 2022 for Movie Genre on TV report.
According to the report, the highest ad volumes were observed in the quarters of July and September of 2022. Ad volumes in the genre increased by 5% between July and September 22 and April and June 22. While February 2022 had the lowest share of ad volumes in the genre, at 7.73%, October 2022 had the highest ad volumes in the movie genre due to the festive season.
Also, the year 2020 has the highest share of ad volumes of 23%, as there was no new content being created in other genres during Covid-19. The ratio of ad volume share for movie genre, among all the other genres, in 2022 was similar to 2018.
The top seven sectors in the genre retained their positions for the years 2022 and 2021, with F&B and Personal Care/Personal Hygiene sectors accounting for 45% of the ad volumes. Meanwhile, the top 10 categories added 36% share of ad volumes. The Toilet Soaps category retained its first rank in 2022.
As per the report, during 2022, Mosquito Repellents saw the highest increase in ad secondages as compared to 2021, followed by Ecom-Wallets. In terms of growth, among Top 10 categories, Air Fresheners topped with the highest growth of 2.8 times.
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 the highest positive rank shift in 2022 as compared to 2021. The top 100 advertisers accounted for 85% share of the overall movie genre advertising. Over 1200 advertisers were present on TV and over 40 advertisers advertised exclusively in movie genre during 2022. Advanced Hair Restoration India was the top exclusive advertiser in Movie genre.
Over 3000 brands advertised on TV. Out of the top 10 brands, five belonged to HUL and four belonged to Reckitt. The four brands entered in the top 10 list during 2022 as compared to 2021.
Meanwhile, regional movie channels had more than 50% share of ad volumes in 2022 while nationals had less. Regions channels’ share was 55% whereas the share of national channels was 45%.
Hewlett Packard India and Kaleesuwari Refinery were leading exclusive advertisers on national and regional movie channels respectively during 2022.
