Movies genre saw 60% growth in average ad volumes per day in 2020: TAM AdEx

The year 2020 witnessed the highest growth of 60% in average Ad Volumes/Day of movies genre compared to 2016. The rise is 11% when compared to 2019. Resurgence in Ad Volumes was seen on Movies during the 3rd and 4th quarters, that is, the Unlockdown period after a drop in the 2nd quarter due to Lockdown. Oct-Nov’20 saw the highest share of average Ad Volumes due to the festive period. Dettol Toilet Soaps was the top brand during April’20 and Aug-Dec’20 in the Movies genre.

The Movies genre had an increasing trend of Ad Volumes’ share on TV in 2016- 2020, with this genre witnessing the highest share Ad Volumes of 23% in 2020.

The Hindi Movies subgenre topped during both 2019 and 2020 with 46% share of Ad Volumes. Among the Top 5 Movies subgenres, Bhojpuri and Kannada Movies were the new entrants; Bengali Movies observed a positive rank shift. English Movies, which ranked 2nd in 2019, was not present among Top 5 subgenres of 2020.

National and Regional channels had 51% and 49% share of Ad Volumes, respectively, during 2020 in the Movies genre. Ad Volumes on Regional Movies channels saw 18% rise in 2020 compared to 2019, while their share 2020 also rose by 5%. Trivago and Dr. Alco Free were the top exclusive advertisers on National and Regional channels, respectively, in the Movies genre.

Count of Advertisers and Brands dropped by 62% and 64% in Q2’20, which recovered by 65% and 71%, respectively, in Q4’20 over Q2’20. Tally of categories, advertisers and brands started increasing during the Unlock period (Jun-Dec’20) after deep in Apr-May’20 due to the lockdown.

Personal Care/ Personal Hygiene sector topped with 26% share of the Ad Volumes, followed by F&B with 20% share in the Movies genre. The Top 4 sectors – Personal Care/ Personal Hygiene, Food & Beverages, Services, Hair Care – together added 65% share of Ad Volumes, which were also on top during 2019. The BFSI sector was the new entrant in the Top 10 list of 2020 with a substantial rise; Personal Healthcare, Laundry and Building, Industrial & Land Materials/ Equipments observed positive rank shifts.

There were no major rank shifts in the Top 10 categories. Toilet Soaps led among the categories in the Movies genre with 9% share of Ad Volumes in 2020. Toilet Soaps, Shampoos, Washing Powders/Liquids and Tea categories maintained their ranks. Three out of the Top 10 categories (ranked 6, 8 & 9) belonged to the Food & Beverages sector. Moisturising Lotion/ Creams category was the new entrant in the Top 10 categories’ list. Tooth Pastes and Milk Beverages categories observed positive rank shifts.

Ecom-Media/ Entertainment/ Social Media category saw highest rise in Ad secondages (that is 71%) during 2020 compared to 2019 in the Movies genre, followed by Shampoos. In terms of growth percentage, Range of Toiletries category witnessed highest growth percentage of 19 times, followed by Detergent Cakes/ Bars with 7 times growth. Three out of 10 categories (ranked 5 to 7) belonged to Personal Care/ Personal Hygiene sector.

FMCG players ruled the Top 10 list of leading advertisers in the Movies genre. HUL topped among advertisers, followed by Reckitt Benckiser in 2020. Top 5 advertisers maintained their positions. Marico was the new entrant in the Top 10 advertisers’ list. Colgate Palmolive, Godrej Consumer Products and Amazon observed positive rank shifts.

Dettol Toilet Soaps topped among brands during 2020 in the Movies genre, followed by Clinic Plus Shampoo. Six out of Top 10 brands were from HUL. The Top 10 brands together added 12% share of Ad Volumes during 2020.

Over 60 advertisers advertised exclusively in the Movies genre during 2020. Ganesh Industrial Corporation was the top exclusive advertiser in the Movies genre, followed by Mubi India. 500+ advertisers and 1.4K+ brands advertised exclusively during 2020, compared to 2019 in the Movies genre. Airtel Payments Bank and Glow & Lovely Advanced Multivitamin were the top exclusive advertiser and brand, respectively, during 2020.