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Hindi movie genre tops in ad volumes with 46% share: TAM report

HUL emerged as the top advertisers in all the movie genres

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NEW DELHI: According to data released by TAM AdEx-Television Advertising Report series 10, television ad volumes grew by 37 per cent in week 32 when compared to week 23. Ad volumes for the month of July grew by 15 per cent compared to June 2020. 

During Jun-Jul’20, the top 10 advertisers together contributed 50 per cent share of TV ad volumes. HUL alone had more than one-fourth of ad volume share followed by Reckitt with seven per cent share. Over 1150 new advertisers and more than 1850 new brands were seen in Apr-May’20. Facebook topped the list of new advertisers and WhatsApp led amongst the new brands.

In the movie channel genres, Hindi movies topped in ad volumes with 46 per cent share followed by Bhojpuri movies at eight per cent. Bengali and Telugu movie channels stood at third and fourth positions with eight per cent ad volume each whereas Kannada movies channels took the fifth spot with seven per cent ad volume. Comparing week 32 to week 23, movie genre in total registered 49 per cent rise in ad volumes. The hours of ad volumes increased to 1,875 in week 32 as compared to 1,261 in week 23.

As per the data, the ad volumes on Hindi movies grew by 19 per cent in July 2020 as opposed to June 20. The ad volumes saw an increase from week 28 after a decline in week 27 and peaked in week 30. When compared week 32 to week 23, the ad volumes increased by 64 per cent on Hindi movies channels. 

The number of categories, advertisers and brands, on the other hand, witnessed a rise in July when compared to June 2020. Tally of advertisers and brands increased by 17 per cent and six per cent, respectively, in July 2020 when compared to June 2020.

Hindustan Unilever took the top spot in the spenders’ list with 38 per cent ad volume share between June-July 2020, followed by Reckitt Benckiser with 12 per cent of ad volumes. Procter & Gamble took the third spot with four per cent share, while ITC and Godrej Consumer Products trailed behind at the fourth and fifth position with three per cent ad volume share, each. Top 50 advertisers had a 91 per cent share of ad volumes on Hindi movies channels. During June-July 2020, Hindi movies genre saw over 40 categories and more than 70 advertisers advertising on the genre including Facebook, Bajaj Corp, Hero Motocorp, Pepsi co among others.

Ad volumes on Bhojpuri movies genre witnessed 53 per cent growth in week 32 when compared to week 23. Ad volumes on Bhojpuri Movies genre saw a 32 per cent rise in July 2020 as opposed to June 2020. Tally of advertisers and brands increased by 31 per cent and 24 per cent, respectively, in July 2020 when compared to June 2020.

Hindustan Unilever topped the spenders’ list with 61 per cent ad volume followed by Reckitt Benckiser with nine per cent share of ad volumes.

Ad volumes on Bengali movies grew by 35 per cent in July 2020 as opposed to June 2020. In Bengali movie genre, the highest growth was observed in week 30 compared to week 23. Ad volumes grew by 38 per cent growth. Tally of categories, advertisers and brands saw a rise in July 2020 compared to June 2020. A number of advertisers and brands grew by 19 per cent and 21 per cent respectively in July 2020 when compared to June 2020.

Hindustan Unilever emerged as the top spender with 51 per cent share of ad volumes followed by Reckitt Benckiser with nine per cent ad volume share. Godrej Consumer Products claimed the third position with five per cent share of ad volume.

Ad volumes on Telugu Movies grew by eight per cent in July 2020 compared to June 2020. Telugu movies saw an 11 per cent growth in ad volumes in week 32 when compared to week 23. Tally of advertisers and brands increased by 27 per cent and 13 per cent, respectively, in July 2020 as opposed to June 2020.

Hindustan Unilever took the top spot and emerged as the top spender with 22 per cent ad volume share between June-July 2020 followed by Reckitt Benckiser with seven per cent of ad volumes.

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