Ad volumes on Movie genre drop 4% in H1 2024 compared to H1 2023: TAM AdEx

Ad volumes on the Movie genre saw a 4% decline in Jan-Jun’24 compared to Jan-Jun’23, as per TAM AdEx’s half-yearly (Jan-Jun’24) report on advertising in the movie genre. Jan-Jun’24 and Jan-Jun’23 both had 21% share of the ad volumes for the Movie Genre.

At 41%, Hindi Movies had the highest share of ad volumes in Jan-Jun’24, followed by Bhojpuri Movies (10%) and Tamil Movies (9%). The top 2 Subgenres retained their respective positions during Jan-Jun’24 compared to Jan-Jun’23. The Top 5 Subgenres accounted for more than 75% share of the Ad Volumes during both the periods.

‘Food & Beverages’ led the Top 10 Sectors list with 28% share, followed by ‘Personal Care/ Personal Hygiene’ with 21% share. The Top 2 Sectors retained their respective positions during Jan-Jun’24 compared to Jan-Jun’23. All Top 10 sectors were present in both Jan-Jun’24 and Jan-Jun’23. The Top 10 Sectors together added 94% share of ad volumes during Jan-Jun’24.

‘Toilet Soaps’ Category retained its 1st position in Jan-Jun’24 with 9% share of the ad volumes. Rubs and Balms was the new entrant in the Top 10 Categories with 3% share of the ad volumes in Jan-Jun’24. Three out of the Top 10 categories belonged to the Food & Beverages Sector during Jan-Jun’24. The Top 10 Categories in Jan-Jun’24 together added 39% share of the ad volumes.

Over 105+ Categories registered positive growth in Jan-Jun’24. With a growth of 31%, Milk Beverages observed the highest increase in Ad secondages, followed by Tea (25%) during Jan-Jun’24 compared to Jan-Jun’23 in the Movie Genre. In terms of growth % among Top 10 categories, Vitamins/ Tonics/ Health Supplements witnessed the highest growth of 96%, followed by Noodles/ Pasta with 56% growth.

Top 10 Advertisers contributed 55% share of the Movie genre’s ad volumes. Hindustan Unilever (20% share) and Reckitt Benckiser (12% share) retained their 1st and 2nd positions, respectively, in Jan-Jun’24. The Top 3 advertisers maintained their positions in both January-June 2024 and January-June 2023. Wipro and Colgate Palmolive were new entrants in Jan-Jun’24 compared to the same period in 2023.

The Top 10 Brands contributed 11% share of the Movie Genre ad volumes. Dettol Toilet Soaps topped the Brand list in Movie TV Channel Genre. Harpic Power Plus 10x Advanced was exclusive brand among Top 10 during Jan-Jun’24 compared to Jan-Jun’23. Head & Shoulders Dandruff, Lizol All In 1 and Lifebuoy Toilet Soap were the new entrants among the Top 10 in the period from January to June 2024 compared to the same period in 2023. HUL and Reckitt each secured multiple spots among the top 10, with 4 brands from HUL and 3 from Reckitt making the list.

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 70% share of the ad volumes.

Ad Commercials of 20-40 seconds were most preferred for advertising on Movie channels during both the periods. In Jan-Jun’24, <20 Sec ad size in Movie Genre witnessed 3% growth in share compared to Jan-Jun’23.

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