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Hindi movies dominated the ad volumes with a share of more than 40%: TAM report

Year 2020 had the highest share of ad volumes.

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Mumbai: TAM AdEx has released a report on advertising in the movie genre. According to a report, in 2022, the movie genre experienced 22 per cent indexed growth compared to 2019 and 13 per cent growth compared to 2020.

In 2021, there will be a 23 per cent increase in indexed growth from 2018 to 2021 and a 13 per cent increase from 2020 to 2021.

Highest ad volumes observed in July to September’22 among all the quarters of 2022.

July to September 2022 registered a rise of five per cent in ad volumes in the movie genre as compared to April to June’22.

February 2022 registered the lowest share of ad volumes in the movie genre, i.e., 7.73 per cent. October 22 registered the highest ad volumes in the movie genre.

During 2018–2022, Hindi movies dominated the ad volumes for the movie genre in both of the years 2022–2021 with a share of more than 40 per cent.

2020 has the highest share of ad volumes, i.e., 23 per cent as there was no new content being created during covid-19. The ratio of ad volume share for the movie genre among all the other genres in 2022 was similar to 2018.

The count of advertisers and brands in the movie genre decreased in Q4 FY22 compared to the other three quarters of 2022.

The top seven sectors retained their ranks in 2021–22, with the F&B and personal care/personal hygiene sectors contributing 45 per cent of ad volumes in the movie genre.

Food & beverages topped with 24 per cent share of movie genre’s ad volumes.

The top ten categories accounted for 36 per cent of the genre's ad volumes. Toilet soaps retained their first-place ranking in 2022.

Three out of the top ten growing categories belonged to the F&B sector.

During 2022, mosquito repellents saw the highest increase in ad spending as compared to 2021, followed by e-commerce wallets. In terms of growth per cent among the top 10 categories, air fresheners topped the list with the highest growth of 2.8 times.

Hindi movies dominated the ad volumes in 2022 and 2021 with a share of more than 40 per cent. In 2022, all five of the top subgenres maintained their positions from the previous year.

480 plus advertisers & 1,400 brands exclusively advertised during 2022 compared to 2021.

Regional and national movie channels had a 55 per cent and 45 per cent share of ad volumes, respectively, in the movie genre during 2022.

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 per cent of overall movie genre advertising.

During 2022, more than 40 advertisers advertised exclusively in the movie genre. Advanced Hair Restoration India was the top exclusive advertiser in the movie genre.

Leading brands in 2022: Dettol Toilet Soaps topped the 3,050+ brands advertising in the movie genre.

Out of the top 10 brands, five belonged to HUL, and four belonged to Reckitt. In 2022, four new brands joined the top ten list, up from three in 2021.

Cashgrail and Veet Pure were the top exclusive advertisers and brands, respectively, in 2022 as compared to 2021.

Regional and national movie channels had a nearly equal share of ad volumes in both years.

Hewlett-Packard India and Kaleesuwari Refinery were the leading exclusive advertisers on national and regional movie channels, respectively, during 2022.

Prime time was the most preferred time band for the movie genre, followed by the afternoon and evening time bands. Prime time, afternoon, & evening time bands added more than 60 per cent of ad volumes.

In 2022 & 2021, 20 to 40 seconds ads in the movie genre had more than half of the pie the ad volumes share. Ad commercials of 20 to 40 seconds were most preferred for advertising on movie channels during both years.

Commercial advertising added 78 per cent share of ad volumes whereas promos had 22 per cent share in 2022 in the movie genre.

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