TAM AdEx-Mirroring Y 2020 for Advertising in Movies Genre

Source: AdEx India, A Division of TAM Media Research
Mirroring Y 2020 for
Advertising in Movies Genre

Highlights
06
07
08
09
01
02
03
04
1005
Y 2020 saw 60% rise in average Ad Volumes of
Movies genre compared to Y 2016. The rise is
11% when compared to Y 2019.
Oct-Nov’20 saw highest share of average Ad
Volumes due to festive period.
Movies genre had increasing trend of Ad
Volumes’ share on TV in Y 2016-Y 2020. Y
2020 saw highest share Ad Volumes i.e. 23%.
Among the Top 5 Movies subgenres, Bhojpuri
and Kannada Movies were the new entrants;
Bengali Movies observed positive rank shift.
Toilet Soaps leads among the categories of
Movies genre with 9% share of Ad Volumes in
Y 2020.
Ecom-Media/Entertainment/Social Media
category saw highest rise in Ad secondages
(i.e. 71%) during Y2020 compared to Y2019.
HUL topped among advertisers and Dettol
Toilet Soaps topped among brands during Y
2020 in the Movies genre.
Ad Volumes on Regional Movies channels saw
18% rise in Y 2020 compared to Y 2019. Share
in Y 2020 also rose by 5%.
Count of Advertisers and Brands dropped by
62% & 64% in Q2’20 which recovered by 65%
and 71% respectively in Q4’20 over Q2’20.
Personal Care/Personal Hygiene sector topped
with 26% share of Ad Volumes followed by
F&B with 20% share in the Movies genre.

Advertising Trends in Movies Genre: 60% rise in Y 2020* compared to Y 2016
100
123
146 144
160
Y 2016 Y 2017 Y 2018 Y 2019 Y 2020
Indexed Growth: Y 2017-20* over Y 2016
Index: Y-2016=100
231
177
280
299
Jan-Mar'20 Apr-Jun'20 Jul-Sep'20 Oct-Dec'20*
Avg.AdVolumes/Day(InHours)
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Y 2016-20* (*Jan-19th Dec)
 Y 2020 witnessed highest growth of 60% in average Ad Volumes/Day of Movies genre compared to Y 2016. The rise is
11% when compared to Y 2019.
 Resurgence in Ad Volumes seen on Movies during 3rd and 4th quarter i.e. Unlockdown period after drop in 2nd quarter
due to Lockdown.
Quarterly Trends in Movies : Y 2020*
Count of
Channels
80+ 85+ 95+ 95+ 105+
Data till 19th Dec for Y 2020

Monthly Trend of Avg. Ad Volumes/Day: Y 2020*
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
 Average Ad Volumes in Movies genre recovered quickly during unlockdown period (Jun-Dec’20) after deep in Apr-
May’20 due to lockdown.
 Oct-Nov’20 saw highest share of average Ad Volumes due to festive period.
 Dettol Toilet Soaps was the top brand during Apr’20 and Aug-Dec’20 in Movies genre.
7.3%
7.8%
8.4%
4.6%
5.3%
8.2%
9.4% 9.3%
9.8%
10.3% 10.1%
9.5%
Jan'20 Feb'20 Mar'20 Apr'20 May'20 Jun'20 Jul'20 Aug'20 Sep'20 Oct'20 Nov'20 Dec'20*
Lockdown Period
Monthly Share of Ad Volumes
Period : *Jan-19th Dec’20

Share of the Genre in overall TV Advertising: Y 2016-20*
18% 20% 20% 21% 23%
82% 80% 80% 79% 77%
Y 2016 Y 2017 Y 2018 Y 2019 Y 2020*
Share of Movies Genre on TV
Movies Genre Other Genres
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Y 2016-20* (*Jan-19th Dec)
 Movies genre had increasing trend of Ad Volumes’ share during Y 2016-Y 2020.
 Y 2020 observed highest share of Movies Ad Volumes i.e. 23%.

 Hindi Movies subgenre topped during both the years with 46% share of Ad Volumes.
 Among the Top 5, Bhojpuri and Kannada Movies were the new entrants; Bengali Movies observed positive rank shift.
 English Movies which ranked 2nd in Y 2019 was not present among Top 5 subgenres of Y 2020.
Top 5 Subgenres of Movies
46%
8%
8%
7%
7%
24%
Hindi Movies
Bhojpuri Movies
Bengali Movies
Telugu Movies
Kannada Movies
Others (7)
46%
10%
9%
7%
7%
22%
Hindi Movies
English Movies
Telugu Movies
Tamil Movies
Bengali Movies
Others (7)
Subgenres of
Movies
Y 2019*
Subgenres of
Movies
Y 2020*
Period : Y 2019-2020* (*Jan-19th Dec’20)

 Count of Advertisers and Brands dropped by 62% & 64% in Q2’20 which recovered by 65% and 71% respectively in Q4’20
over Q2’20.
 Tally of categories, advertisers and brands started increasing during unlockdown period (Jun-Dec’20) after deep in Apr-
May’20 due to lockdown.
275+
210+
240+
265+
680+
420+
605+
700+
1
1535+
990+
1400+
1685+
1
Count of Categories Count of Advertisers Count of Brands
Tally of Categories, Advertisers and Brands – Quarter wise
Tally of Categories, Advertisers and Brands in Movies Genre
Q1’20
Q2’20
Q3’20
Q4’20
Q1’20
Q2’20
Q3’20
Q4’20
Q1’20
Q2’20
Q3’20
Q4’20

 Personal Care/Personal Hygiene sector topped with 26% share of Ad Volumes followed by F&B with 20% share.
 Top 4 sectors together added 65% share of Ad Volumes which were also on top during Y 2019.
 BFSI sector was the new entrant in the Top 10 list of Y 2020; Personal Healthcare, Laundry and Building, Industrial &
Land Materials/Equipments observed positive rank shift.
Leading Sectors : BFSI sector moved up in Top 10 with substantial rise
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : *Jan-19th Dec’20
Rank Top Sectors – Y 2020*
1 Personal Care/Personal Hygiene 26%
2 Food & Beverages 20%
3 Services 10%
4 Hair Care 9%
5 Personal Healthcare 8%
6 Laundry 7%
7 Household Products 7%
8 Auto 3%
9 Building, Industrial & Land Materials/Equipments 1%
10 Banking/Finance/Investment 1%
1
2
3
4
6
7
5
8
10
12
Others 9%
Rank in Y 2019*

Leading Categories in Movies genre : No major rank shift in the Top 10 Categories
 Toilet Soaps leads among the categories of Movies genre with 9% share of Ad Volumes in Y 2020.
 Toilet Soaps, Shampoos, Washing Powders/Liquids and Tea categories maintained their ranks.
 3 out of Top 10 categories (ranked 6, 8 & 9) belonged to Food & Beverages sector.
 Moisturising Lotion/Creams category was the new entrant in Top 10 categories’ list.
 Positive rank shift observed in Tooth Pastes and Milk Beverages categories.
1
2
3
4
5
6
7
Toilet Soaps
Shampoos
Washing Powders/Liquids
Tooth Pastes
Ecom-Media/Entertainment/Social Media
Milk Beverages
Toilet/Floor Cleaners
6%
5%
5%
4%
4%
4%
8
9
Chocolates
Tea
Moisturising Lotion/Creams
3%
2%
2%10
9%1
2
3
6
4
8
5
7
9
11
Rank in Y 2019
Next 40 Categories 36%

Top Growing Categories : 145+ Categories registered Positive Growth
Rank
Top Growing Categories (Y2020* vs. Y2019*)
(based on highest increase in Ad Volumes) Growth
1 Ecom-Media/Entertainment/Social Media 71%
2 Shampoos 44%
3 Milk Beverages 54%
4 Washing Powders/Liquids 32%
5 Tooth Pastes 37%
6 Toilet Soaps 12%
7 Range of Toiletries 19 Times
8 Detergent Cakes/Bars 7 Times
9 Antiseptic Creams/Liquids 2%
10 Ecom-Education 4 Times
 Ecom-Media/Entertainment/Social Media saw the highest increase in Ad secondages, followed by Shampoos during Y
2020 compared to Y 2019 in Movies Genre.
 In terms of growth %, Range of Toiletries category witnessed highest growth % of 19 times followed by Detergent
Cakes/Bars with 7 Times growth.
 3 out of 10 categories (ranked 5 to 7) belonged to Personal Care/Personal Hygiene sector.

Top Advertisers (Y 2020*): [Total 1.2K+]
Rank
(Jan-Dec’19*)
1. Hindustan Unilever 1
2. Reckitt Benckiser India 2
3. Procter & Gamble 3
4. ITC 4
5. Cadburys India 5
6. Colgate Palmolive India 7
7. Godrej Consumer Products 8
8. Amazon Online India 10
9. Wipro 6
10. Marico 11
Leading Advertisers in Movies Genre: FMCG Players ruled the Top 10 list
 HUL topped among the Movies advertisers followed by Reckitt Benckiser on 2nd position during Y 2020.
 Top 5 advertisers maintained their positions.
 Marico was the new entrant in Top 10 advertisers’ list.
 Colgate Palmolive, Godrej Consumer Products and Amazon observed positive rank shift .
Top 10 Advertisers
contributed 60% share
of Movies Ad Volumes

Rank Top Exclusive^ Advertisers (Movies) [Total 60+]
1 Ganesh Industrial Corporation
2 Mubi India
3 Om Visa
4 Carnival Films
5 Om Sri Kollur Mookambika Jyotishguru
6 Everest Educational Services
7 Sri Sigandhoor Chowdeshwari Jyothishya Mandira
8 Naaptol.com
9 Crown Publications And Media
10 Bonn Nutrients
Exclusive^ Advertisers in the Genre: Y 2020*
^ Present in Movies genre but not in Other genres
 60+ advertisers advertised exclusively in Movies genre during Y 2020.
 Ganesh Industrial Corporation was the top exclusive^ advertiser in Movies genre followed by Mubi India.

Leading Brands of Movies Genre in Y 2020*
 Dettol Toilet Soaps was the top brand during Y 2020 followed by Clinic Plus Shampoo.
 Top 10 brands together added 12% share of Ad Volumes during Y 2020.
 6 out of Top 10 brands were from HUL.
Rank Top Brands (Y2020*) [Total 3K+]
1 Dettol Toilet Soaps
2 Clinic Plus Shampoo
3 Lux Toilet Soap
4 Dettol Antiseptic Liquid
5 Surf Excel Easy Wash
6 Wheel Active 2 in 1
7 Colgate Dental Cream
8 Close Up Ever Fresh
9 Dove Cream Bathing Bar
10 Santoor Sandal And Turmeric
Top 10 Brands
contributed 12% share
of Movies Ad Volumes

Rank Top Exclusive Advertisers (Y 2020*) [Total 500+]
1 Airtel Payments Bank
2 Whitehat Education Technology
3 Axis Bank
4 Wildcraft India
5 International Advertising Association
6 Practo Technologies
7 Delightful Gourmet
8 Head Digital Works
9 General Insurance Council
10 Dell Computer Corporation
Rank Top Exclusive Brands (Y 2020*) [Total 1.4K+]
1 Glow & Lovely Advanced Multivitamin
2 Disney+ Hotstar Vip
3 Facebook.com
4 Kissan Mixed Fruit Jam
5 Parachute Advansed
6 Dettol & Moms Soap
7 Dettol Disinfectant Spray
8 Dettol Intense Cool Soap
9 Whisper Choice Ultra Xl
10 Kia Sonet
Leading exclusive^ Advertiser and Brands in Y 2020*
^ Present in Y 2020* but not in Y 2019
 500+ advertisers & 1.4K+ brands advertised exclusively during Y 2020 compared to Y 2019 in Movies genre.
 Airtel Payments Bank and Glow & Lovely Advanced Multivitamin were the top exclusive^ advertiser and brand
respectively during Y 2020.
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Y 2019-2020* (*Jan-19th Dec’20)

Advertising on National & Regional Channels of Movies genre
National TV Advertisements means airing or telecasting of an advertisement on National television channel – that are
visible nationwide and are broadcast in national or international languages like Hindi or English.
On the other hand, Regional channel target viewers from particular regions such as Punjab, Bihar, Maharashtra etc. The
channels are telecasted in the local spoken language depending on the region such as Punjabi, Bhojpuri, Marathi etc.
Regional and National Movies Channels had Ad Volume share with ratio of 51:49

National & Regional Channels: Advertising share for Regional channels rose by 5% during Y 2020*
National
Channels
Regional
Channels
56%
44%
National
Channels
Regional
Channels
51%
49%
 National and Regional channels had 51% and 49% share of Ad Volumes respectively during Y 2020 in the Movies genre.
 Ad Volumes on Regional channels saw 18% rise in Y 2020 compared to Y 2019.

Rank
Exclusive Advertisers
(Regional Channels)
1 Dr. Alco Free
2 Hatsun Agro Product
3 Attica Gold Company
4 The Chennai Silks Group
5 Inter IKEA Systems B.V.
Rank
Exclusive Advertisers
(National Channels)
1 Trivago
2 Bikaji Foods International
3 Audible Singapore
4 Curefit Healthcare
5 Motorola
100+ Exclusive Advertisers on National and 730+ on Regional channels in Y 2020*
 Trivago and Dr. Alco Free were the top exclusive advertisers on National and Regional channels respectively in the
Movies genre.
[Total 100+] [Total 730+]

Advertising Snapshot during Unlockdown Period compared to Lockdown
The world has changed due to the pandemic. Advertising industry also witnessed slow
down during the Lockdown Period. Since the Unlock , Businesses are also trying their
best to catch up with changed market scenario. During the Unlockdown period,
Advertising on TV also saw significant improvement.
In this section, we have showcased the advertising scenario in Unlockdown compared to
Lockdown period in Movies Genre on Television.
Unlockdown Period saw 280+ Hours of Average Ad Volumes/Day
93% more compared to Lockdown Period
Unlockdown : Jun-Dec’20* (* Till 19th Dec)
Lockdown : Apr-May’20

 93% growth in average Ad Volumes/Day was seen during Unlockdown period compared to Lockdown period.
 Tally of Categories grew by 64% whereas that for Advertisers and Brands rose by nearly 3 Times during Unlockdown
period.
Advertising Trends – 93% growth during Unlockdown period
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Unlockdown : Jun-Dec’20* (* Till 19th Dec)
L.D. L.D.
+93%
-37%
Y2020
Pre
180+
300+
LD ULD
340+
920+
LD ULD
710+
2220+
LD ULD
Count of
Categories
Count of
Advertisers
Count of
Brands
Growth in Average Ad Volumes/Day Tally of Categories, Advertisers and Brands - Lockdown & Unlockdown
Pre Lockdown : Jan-Mar’20 Lockdown : Apr-May’20
231
Hrs.
U.L.D.
L.D.: Lockdown
U.L.D: Unlockdown

11%
16%
22%
11%
32%
8%
Early Morning Morning Afternoon Evening Prime Time Night
Advertising share by Time Bands in Movies Genre : Y 2020*
Early Morning
6:00 to 08:59
Morning
09:00 to 11:59
Afternoon
12:00 to 15:59
Evening
16:00 to 17:59
Prime Time
18:00 to 22:59
Night
23:00 to 05:59
 Prime Time was the most preferred time-band on Movies genre followed by Afternoon and Morning time-bands.
 Prime Time, Afternoon & Morning time bands together added 70% share of ad volumes.

Ad Size in the Movies Genre : Y 2020* and Y 2019
70%
25%
4%
0.5%
20-40 Sec
< 20 Sec
40-60 Sec
> 60 Sec
72%
24%
4%
0.4%
20-40 Sec
< 20 Sec
40-60 Sec
> 60 Sec
Ad Length
Y2019*
 Ad lengths in Movies genre seen similar share of Ad Volumes in both the years (Y 2019-20).
 Ad Commercials with 20-40 sec were most preferred for advertising in Movies genre during both the years.
 Share for <20 sec commercials increased marginally by 1% in Y 2020.
Ad Length
Y2020*

Promotion vs. Commercial Ads in Movies Genre
 Commercial advertising added 76% share of Ad Volumes in Movies genre whereas Promos had 24 % share in Y 2020.
76%
24%
Y 2020*

Vinita ShahFor any queries write to: [vinita.shah@tamindia.com]Website Link: www.tamindia.com

TAM AdEx-Mirroring Y 2020 for Advertising in Movies Genre

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to TAM AdEx-Mirroring Y 2020 for Advertising in Movies Genre

Similar to TAM AdEx-Mirroring Y 2020 for Advertising in Movies Genre (20)

More from Social Samosa

More from Social Samosa (20)

Recently uploaded

Recently uploaded (20)

TAM AdEx-Mirroring Y 2020 for Advertising in Movies Genre