HUL leading advertiser in Movies genre in 2023 with 22% share: TAM

Ad volumes for the Movies Genre in Y 2023 observed a growth of 4% compared to Y 2022, while compared to Y 2019, the growth was 27%, as per TAM Media’s report on ‘Reflections on Y 2023 for advertising in Movies Genre’. Advertising volumes in the second quarter of 2023 were 5% higher than those in the fourth quarter of the same year, the report added.

In 2024, the Movies Channel Genre secured the second-highest share of advertising volumes among various channel genres. Hindi Movies maintained their dominance in terms of ad volumes, holding a share of over 40% in both 2023 and 2022. The Top 4 Sub-Genres – Hindi Movies, Bhojpuri Movies, Kannada Movies, Tamil Movies – maintained their positions from 2022 to 2023. In 2023, the Top 5 Sub-Genres collectively accounted for 77% of the advertising share.

The count of Categories, Advertisers and Brands consistently increased over the period, but, it was seen highest during Q’4 of Y 2023.

Among leading Sectors, ‘Food & Beverages’ topped with 25% share of the Movie Genre’s ad volumes, closely followed by Personal Care/ Personal Hygiene with 24% share. During Y 2023, the Top 4 Sectors retained their respective positions compared to Y 2022. The combined contribution of the Top 10 Sectors accounted for 93% of the advertising volumes in 2023. Among the Top 10 sectors, the BFSI Sector was the sole newcomer in 2023 compared to 2022.

Among leading Categories, Toilet Soaps led the Movie Genre in Y 2023 with 9% share of the ad volumes. Washing Powders/ Liquids ascended to 2nd position with 4% share of ad volumes compared to its 3rd position in Y 2022. Together, the Top 10 categories covered 38% share of ad volumes in Y 2023. In Y 2023, Biscuits was the only new entrant with 3% share of ad volumes over Y 2022.

Over 145+ growing Categories registered positive growth during Y 2023 over Y 2022. During Y 2023, Toilet Soaps saw the highest increase in Ad secondages as compared to Y 2022, followed by Washing Powders/ Liquids with 54% and 15% ad volumes growth, respectively. In terms of growth % among the Top 10 categories, Air Fresheners topped with highest growth of 3 Times.

The Top 10 Categories together added 38% share of ad volumes in Y 2023, with Toilet Soaps leading the list.

HUL was the leading advertiser with 22% share of the ad volumes in Y 2023. Along with HUL, Reckitt Benckiser (India) and P&G retained their respective positions in Y 2023 over Y 2022. The Top 10 Advertisers contributed 57% share of the Movies genre’s Ad Volumes, with FMCG players reigning the Top 10 list. Nestle India was a new entrant and secured 10th position in Y 2023 compared to its 11th position in Y 2022.

In the Movie genre, Devdarshan Dhoop Industries stood out as the primary exclusive advertiser among the 35+ advertisers prominently featured in the Y 2023. My Vishwa Technologies was placed second, followed by Columbia Pictures.

Compared to Y 2022, Dettol Toilet Soaps topped among the 3,000+ brands advertising in the Movie Genre, followed by Glow & Lovely Advanced Multivitamin. Sandoor Sandal and Turmeric, Lifebouy Toilet Soap and Colgate Dental Cream were the new entrants during Y 2023 over Y 2022. The Top 10 Brands contributed  11% share of the Movies genre Ad Volumes. Out of the top 10 brands present in Y 2023, four of them belonged to Reckitt Benckiser (India) and four belonged to Hindustan Unilever.

Over 470+ advertisers and 1.4K+ brands exclusively advertised in the Movie Genre during Y 2023 as compared to Y 2022. Piramal Capital & Housing Finance and Lux Jasmine & Vitamin C+E were the top exclusive advertisers and brands, respectively, during Y 2023 as compared to Y 2022.

Prime Time was the most preferred time-band on Movie Genre, followed by Afternoon and Morning time-bands. Prime Time, Afternoon & Morning time bands together added more than 70% share of ad volumes.

In both 2023 and 2022, ads lasting for 20-40 seconds dominated the advertising landscape of the Movies genre on TV, accounting for over half of the total ad volumes. Following closely, commercials lasting less than 20 seconds emerged as the second most favoured choice for advertising on Movie channels in both years.