According to the latest TAM AdEx India Mirroring 2021 for Advertising in Movies Genre report, the ad volumes increased by 49% in 2021 as compared to 2017 and 13% growth as compared to 2020. The number of brands and advertisers also witnessed an increase in 2021 after a steady decline in the second quarter.
During both 2020-21, Hindi Movies topped with more than 40% share of Movies genre’s Ad Volumes, according to the report.
Amongst the top categories, the Personal Car sector followed by Food & Beverages contributed to about 46% share of Ad Volumes on Movies Genre.
For the top growing categories, Milk Beverages saw the highest increase in Ad secondages, followed by Aerated Soft Drink during the year 2021 compared to 2020. Aerated Soft Drink topped with the highest growth of 95%.
Among the advertisers, HUL and Reckitt Benckiser maintained the top two positions during both 2020 and 2021. Procter & Gamble had the highest positive rank shift in 2021 compared to 2020. The TAM report also highlighted 540+ advertisers and 1.5K+ brands exclusively advertised during 2021 compared to 2020.
The top 10 advertisers contributed 50% share of the Movie genre’s ad volumes while the top 10 brands contributed 10% share for the same. Commercial advertising added a 79% share of Ad volumes whereas Promos had a 21% share in 2021 in the Movies genre.
In the years 2021 and 2021, less than 20-second ads on the Movies genre had more than 1/4th the share of ad volumes. Ad Commercials of 20-40 seconds were most preferred for advertising on Movies channels during both the years. For the advertising share by time bands in Movies Genre, the prime time was the most preferred time-band followed by the afternoon and morning time-bands.
You can access the complete report here:
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