Ad volume in the movie genre will fall by 2% in 2022

The movie TV channel genre saw a 2.44% decrease in ad volumes in 2022 compared to 2021. According to the TAM AdEx-Rewinding 2022 for Movie Genre on TV study, the genre experienced 23% indexed growth in 2021 compared to 2018 and 13% growth compared to 2020.

According to the analysis, the most considerable ad volumes were seen in the July and September quarters of 2022. Between July and September 22 and April and June 22, ad volumes in the category climbed by 5%. While February 2022 had the lowest share of ad volumes in the genre, at 7.73%, October 2022 had the largest share of ad volumes due to the holiday season.

Furthermore, 2020 has the most significant share of ad volumes (23%), as no new content was developed in other genres during Covid-19. In 2022, the ratio of ad volume share for the movie genre among all other genres was similar to 2018.

The top seven industries in the genre held their positions in 2022 and 2021, with the F&B and Personal Care/Personal Hygiene sectors accounting for 45% of ad volumes. Meanwhile, the top ten categories increased their ad volume share by 36%. In 2022, the Toilet Soaps category maintained its top position.

According to the research, Mosquito Repellents witnessed the most extraordinary rise in ad secondages between 2021 and 2022, followed by Ecom-Wallets. Air Fresheners had the highest growth rate of 2.8 times among the Top 10 categories.

HUL, Reckitt Benckiser, Cadbury India, and Pond India retained the top rankings in the movie genre in 2021 and 2022. Coca-Cola India saw the most significant positive rank shift from 2021 to 2022. The top 100 advertisers controlled 85% of all movie genre advertising. During 2022, over 1200 marketers were present on TV, while over 40 advertisers explicitly advertised in the cinema genre. Advanced Hair Restoration India was the most prominent exclusive sponsor in the Movie category.

Over 3000 brands are marketed on television. Five of the top ten brands belonged to HUL, and four to Reckitt. In 2022, four new brands joined the top ten list, up from four in 2021.

Meanwhile, regional cinema channels accounted for more than half of ad volumes in 2022, while nationals accounted for less. Regional networks had a 55% share, while national channels had a 45% share.

In 2022, Hewlett Packard India and Kaleesuwari Refinery were the top exclusive advertisers on national and regional movie channels, respectively