Movies genre witnessed 49% indexed growth in ad volumes in Y 2021: TAM AdEx
The Movies genre witnessed 49% indexed growth in ad volumes in Y 2021, compared to Y 2017, and a growth of 13% compared to Y 2020, according to TAM AdEx data. The highest growth in Ad Volumes was observed in Y 2021, compared to Y 2017. The Apr-Jun’21 period registered a drop of 9% in ad volumes on Movies Genre compared to Jan-Mar’21.
The month of June 2021 registered the lowest share of Ad Volumes on Movies genre at 7.3%, while October 2021 registered the highest Ad Volumes on Movies genre. Y 2020 saw highest share of Ad Volumes at 23% for the Movies genre, which dropped by 2% in Y 2021.
During both Y 2020-21, Hindi Movies topped with more than 40% share of the Movies genre’s Ad Volumes. Two out of Top 5 subgenres retained their ranks in Y 2021, while Telugu Movies was replaced by Tamil Movies. In Y 2021, Kannada Movies replaced Bengali Movies to take third position in terms of Ad Volumes.
The count of Advertisers on Movies genre dropped by 16% in Q2’21, which recovered by 20% in Q3’21 and 29% in Q4’21 over Q2’21. The count of Brands on Movies genre dropped by 14% in Q2’21, which recovered by 13% and 24%, respectively, in Q3’21 and Q4’21 over Q2’21.
Among the leading Sectors, ‘Personal Care/ Personal Hygiene’ topped the Movie genre’s ad volumes with 23% share. The Top 3 sectors – Personal Care/ Personal Hygiene, Food & Beverages, and Services – retained their ranks in Y 2020 and Y 2021 with Personal Care/ Personal Hygiene and F&B sectors accounting for 46% share of the Ad Volumes on Movies genre. Six out of the Top 10 sectors maintained their ranks in Y 2021, compared to Y 2020.
Among the leading Categories, Toilet Soaps (6%) led the Movies genre in Y 2021. Milk Beverages moved up by 4 ranks to stand at 2nd rank in Y 2021 over Y 2020. Aerated Soft Drink and Rubs & Balms categories were the new entrants in top 10 list of Y 2021. The Top 10 categories added 38% share of Movies genre’s Ad Volumes.
Over 190+ Categories registered positive growth on Movies genre. Milk Beverages saw the highest increase in Ad secondages, followed by Aerated Soft Drink during Y 2021 compared to Y 2020 in the Movies genre. In terms of growth % among Top 10 categories, Aerated Soft Drink topped with the highest growth of 95%. Four categories out of the Top 10 growing categories belonged to the F&B sector.
Among the leading Advertisers, FMCG players ruled the Top 10 list. HUL and Reckitt Benckiser remained at the top 2 positions in the Movies genre during both Y 2020-21. Procter & Gamble observed the highest positive rank shift in Y 2021 compared to Y 2020. Top 10 Advertisers contributed 50% share of the Movies genre’s Ad Volumes. The Top 100 advertisers accounted for 86% share of the overall Movies genre advertising.
Over 40 advertisers advertised exclusively in the Movies genre during Y 2021. The Wedding Extraordinaire was the top exclusive advertiser in the Movies genre, followed by Hegde Hospital Infertily Center in the second place and Thilagaraj Textiles in the third place.
Dettol Toilets Soaps topped among the 3,100+ brands advertising on Movies genre. The Top 10 Brands contributed 10% share of the Movies Ad Volumes. Out of the Top 10 brands, four belonged to HUL and Reckitt each. Six brands entered in the Top 10 list during Y 2021 over Y 2020.
Over 540 advertisers and 1.5K+ brands exclusively advertised during Y 2021 compared to Y 2020. EPX Uptech and Moov Strong Diclofenac Gel were the top exclusive advertiser and brand, respectively, during Y 2021, compared to Y 2020.
Regional Movies channels had more than 50% share of the Movies genre’s Ad Volumes, while National Movies channels had a share of 48%.
There were 100+ Exclusive Advertisers on National and 700+ on Regional channels in the Movies genre during Y 2021. Accenture Solutions and Kaleesuwari Refinery were leading Exclusive advertisers on National and Regional Movies channels, respectively, during Y 2021.