According to TAM AdEx’s ‘Half Yearly Report for Advertising in Movie Genre’, ad volumes for the movie genre saw a 4% decline in the first half of 2024 compared to the same period in 2023.
The report highlighted that January-June 2024 and January-June 2023 both had 21% share of ad volumes for movie genre. Hindi movies had the highest share of ad volumes in January-June 2024 of 41%.
The top 2 subgenres, Hindi movies and Bhojpuri movies, retained their respective positions during the first half of 2024 compared to the same period last year. The top 5 subgenres, including Kannada movies, Tamil movies and Bengali movies, accounted for more than 75% share of ad volumes during both the periods.
The top 10 sectors together added 94% share of ad volumes during January-June 2024. Meanwhile, the top 2 sectors were present in both January-June 2024 and January-June 2023.
Toilet Soaps category secured first position with 9% share of ad volumes in January-June 2024. Rubs and Balms was the new entrant in the top 10 categories with 3% share of ad volumes in January-June 2024.
Three out of top 10 categories belonged to Food and Beverages sector during January-June 2024. The top 10 categories in January-June 2024 together added 39% share of ad volumes. Milk beverages observed highest increase in ad secondages, followed by Tea during January-June 2024 compared to January-June 2023 in movie genre.
In terms of growth percentage among top 10 categories, Vitamins/Tonics/Health Supplements witnessed highest growth of 96% followed by Noodles/Pasta with 56% of growth. HUL was the leading advertiser with 20% share of ad volumes, followed by Reckitt Benckiser with 12% share.
The top 3 advertisers maintained their positions in both January-June 2024 and January-June 2023. Wipro and Colgate Palmolive were new entrants among the top 10 in January-June 2024 compared to the same period in 2023.
Harpic Power Plus 10x Advanced was exclusive brand among top 10 during January-June 2024 compared to January-June 2023. Head & Shoulders Dandruff, Lizol All in 1 and Lifebuoy Toilet Soap were new entrants among the top 10 in the period from January to June 2024 compared to the same period last year.
Dettol Toilet Soaps was on first position during January-June 2024. HUL and Reckitt each secured multiple spots among the top 10, with four brands from HUL and 3 from Reckitt making the list.
Prime time, afternoon and morning time brands together added 70% share of ad volumes. Prime time was the most preferred time-band in movie genre followed by afternoon and morning time-bands. In January-June 2024, less than 20 second ad size in movie genre witnessed 3% increase in ad volumes share compared to the same period in 2023.
