Movies genre sees 49% rise in ad volumes over last 9 weeks: TAM AdEx

The data shows there has been a growth in ad volumes for the movie genre from Week 23 to Week 32 except for a drop in Week 27

e4m by exchange4media Staff
Updated: Aug 13, 2020 9:36 AM
TV

The Hindi movie genre has topped in ad volumes in the movie genre followed by Bhojpuri movies with 8% share during the period of June-July ’20, as per the TAM AdEx-Television Advertising Report series 10. 

Bengali and Telugu movies have ranked third and fourth in the genre with an equal share of percentage, while Kannada movies commanded 7%.  The report states that a comparison of week 32 to week 23 shows that the movies genre registered a 49% rise in ad volumes. The hours of ad volumes increased to 1,875 in week 32 as compared to 1,261 in week 23. A drop in ad volumes was observed in Week 31 and 32 compared to Week 30.

The ad volumes on Hindi Movies rose by 19% in Jul’20 compared to Jun’20. As per the TAM data, the Ad Volumes started increasing from week 28 after declining in week 27 and peaked in week 30. While comparing week 32 to week 23, the ad volumes grew by 64% on Hindi Movies channels. 

On Hindi movies genre the tally of advertisers and brands saw a rise of 17% and 6% respectively in Jul’20 compared to Jun’20. Also, 9 out of the top 10 categories were from the FMCG sector contributing 40% to the Ad Volumes.

Hindustan Unilever solely had more than 1/3rd of ad volumes in the genre during Jun-Jul’20 and the top 50 advertisers had 91% share of Ad Volumes on Hindi Movies channels. The genre also witnessed over 40 categories and 70 advertisers advertised only during Jun-Jul’20 on Hindi Movies channels. Personal Care/Personal Hygiene Sector had three exclusive categories on rank 1, 3 and 7. 

Meanwhile, the ad volumes on Bhojpuri Movies genre saw 32% rise in Jul’20 compared to Jun’20. While comparing week 32 to 23, Ad Volumes on Bhojpuri Movies genre increased by 53% and the consistent growth in Ad Volumes seen from week 23 to week 30 on the genre. 

On the genre tally, advertisers and brands grew by 31% and 24% respectively in Jul’20 compared to Jun’20. Also, 5 out of top 10 Categories were from Personal Care/Personal Hygiene Sector and  top 10 Advertisers on Bhojpuri Movies channels had more than 85% share of Ad Volumes with Hindustan Unilever leading with 61% share of Ad Volumes followed by Reckitt Benckiser India. The genre also witnessed over 20 Categories and 3 Advertisers present only during Jun-Jul’20 on Bhojpuri Movies channels. 

As per the report, the Ad Volumes on Bengali Movies grew by 35% in Jul’20 compared to Jun’20. In Bengali Movies genre, highest growth was observed in week 30 compared to week 23. While comparing week 32 to week 23, Ad Volumes grew by 38% on Bengali Movies channels. Meanwhile, the ad volumes on Telugu Movies grew by 8% in Jul’20 compared to Jun’20. During week 23 to 32, Ad Volumes started increasing from week 24 and peaked in week 28. Comparing week 32 to week 23, Ad Volumes grew by 11% on Telugu Movies channels.

For the Kannada genre, ad volumes on Kannada movies increased by 33% in Jul’20 compared to Jun’20. When compared to week 23, Ad Volumes of Kannada Movies genre grew by 59% in week 32. 

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