In 2021, the amount of advertising in the movie genre increased by 13%. According to TAM AdEx statistics, the largest rise in ad volume was seen in the movie category.
What is TAM in advertising?
Television Audience Measurement (TAM) Media Research is an organization that was founded in 2017. It was founded with the goal of establishing a foundation for the use of science in media measurement in India.
TAM is India’s Central Media Intelligence Unit for Data on Audience Behavior and Brand Communication. It has embarked on a new quest to decipher the science and art of data monetization for the media and marketing industries.
TAM has a 20-year media intelligence library that is based on data from both paid and earned media.
- Growth of TV ad volumes in 2021
- Distribution of ad volumes genre wise
- The top contenders in the growth of TV ad volumes
Growth of TV ad volumes in 2021
In comparison to 2020, advertising volumes for the movie category increased by 13% in 2021. Furthermore, according to the latest statistics given by AdEx India, a branch of TAM Media Research, the movie genre’s ad volumes grew by 49%.
In the April-June quarter of 2021, ad volumes in the movies category fell by 9% compared to the previous quarter. However, ad volume increased in the following quarter, with October recording the greatest ad volume in the movie category.
Regional and national movie networks, respectively, had 52% and 48% of the ad volume.
Distribution of ad volumes genre wise
Hindi films dominated the sub-genres. It accounted for more than 40% of the total ad volume. It was followed by Bhojpuri films, which accounted for 10%. While Tamil movies have displaced Telugu films in the top five, Kannada films have displaced Bengali films to reach third place in terms of ad volume.
Meanwhile, in the second quarter of 2021, the number of advertisers in the movie genre decreased by 16%. It recovered by 20% in the third quarter and increased by 29% in the fourth quarter over the second quarter. Furthermore, the brand count fell by 14% in the second quarter before rebounding by 13% and 24% in the third and fourth quarters, respectively.
Among all the industries that promoted the movie genre, the personal care or personal hygiene industry and the food and beverage sector each contributed 23%. Furthermore, the top 10 categories accounted for 38% of the movie genre’s advertising volume. New entries to the top 10 list were aerated soft drinks, rubs, and balms. In 2021, the aerated soft drink category showed the greatest gain in ad seconds, followed by milk beverages.
The top contenders in the growth of TV ad volumes
In terms of movie sponsors, Hindustan Unilever (HUL) came out on top, followed by Reckitt Benckiser. Furthermore, in 2021, Procter & Gamble saw the most positive rank movement.
The top 100 marketers accounted for 86% of all advertising in the movie category. Dettol Toilet Soaps were the most popular brand. EPX Uptech and Moov Strong Diclofenac Gel were the top exclusive advertisers and brands. They had, respectively, over 40 advertisers and 1,500 companies exclusively advertising.
In 2021, regional and national movie networks held 52% and 48% of the ad volume in the movie category, respectively. Ads of fewer than 20 seconds accounted for 27% of total movie genre ad volume across all time bands. However, for advertising on movie channels, 20-40 second ad spots were the most popular.
Over 190 categories saw a positive development, according to the study. When comparing 2020 to 2021, the biggest growth in ad seconds was shown in milk beverages, followed by aerated soft drinks. Aerated Soft Drink ranked first in terms of growth percentage among the top ten categories, with a 95% increase.
HUL and Reckitt Benckiser remained at the top of the movies category in both years. The most favorable rank move was seen by Procter & Gamble.
The top 100 marketers accounted for 86% of all Movies category advertising. Dettol Toilet Soaps came out on top of the 3100+ companies advertising in the Movies category. Out of the top 10 brands, four each belonged to HUL and Reckitt Benckiser.
Last year, EPX Uptech and Moov Strong Diclofenac Gel were the exclusive advertisers and brands. Regional and national movie channels had virtually comparable ad volumes in both years, according to TAM adex statistics.
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