Hindustan Lever, Reckitt Benckiser top advertisers in Movie genre in H1’23: TAM Media

In Jan-Jun’23, Movie Genre observed 4% indexed growth in ad volumes compared to Jan-Jun’22. In Jan-Jun’23, ad volumes on Movie genre increased by 5% compared to Jan-Jun’21. May'23 observed the highest share of ad volume of 18% for the period of Jan-Jun’23, as per TAM Media’s half yearly report for advertising in Movie genre. Jan-Jun’21 and Jan-Jun’23 both had 21% share of the ad volumes for Movie Genre, whereas, Jan-Jun’22 had the highest share of Other Genres of 80%.

Hindi Movies had the highest share of ad volumes at 43% in Jan-Jun’23. The top 5 Sub-genres – Hindi Movies, Bhojpuri Movies, Kannada Movies, Tamil Movies, Bengali Movies – retained their respective positions during Jan-Jun’23 compared to Jan-Jun’22. The Top 5 Sub-genres accounted for more than 75% share of the Ad Volumes during both the periods.

Count of Categories in Movie genre witnessed growth of 1% in H1’23 over H1’22. The count of Advertisers in Movie genre increased by 1% in H1’23 over H1’21.

The Top 3 sectors – Food & Beverages, Personal Care/ Personal Hygiene, Services – 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% share of the ad volumes during Jan-Jun’23.

Toilet Soaps retained its 1st position with 8% share of the ad volumes in Jan-Jun’23. Biscuits was the new entrant in the Top 10 Categories with 3% share of the ad volumes in Jan-Jun’23. Four out of the Top 10 categories belonged to the Food & Beverages Sector during Jan-Jun’23. The Top 10 Categories in Jan-Jun’23 together added 38% share of the ad volumes.

Over 125+ Categories registered positive growth in H1’23. 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 8x, followed by Two-Wheelers with 2x of growth.

Hindustan Lever was the leading advertiser with 15% share of the ad volumes, followed by Reckitt Benckiser (India) with 11% share. Godrej Consumer Products ascended to the 3rd position in Jan-Jun’23 compared to Jan-Jun’22. PepsiCo and Procter & Gamble Home Products were the new entrants during Jan-Jun’23 compared to Jan-Jun’22. The Top 10 Advertisers contributed 49% share of Movie genre’s Ad Volumes.

There were 20+ advertisers 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.

Glow & Lovely Advanced Multivitamin brand ascends to the 1st position, while Dettol Toilet Soaps descended to the 3rd position during Jan-Jun’23, after leading the list of Top 10 Brands in Jan-Jun’22. 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. Harpic Power Plus 10x Max Clean retained its 2nd position during Jan-Jun’23 compared to Jan-Jun’22. The Top 10 Brands contributed 11% share of the Movie Genre’s Ad Volumes.

Prime Time was the most preferred time-band in the Movie genre, followed by Afternoon and Morning time-bands. Prime Time, Afternoon & Morning time bands together added 64% share of the ad volumes.

In Jan-Jun’23, 20-40 second ad size in Movie Genre witnessed 1% 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 the periods.