Movie channels averaged 270.5 hours of ad volume in 2022, with July to September having the highest volume of ads of any quarter in 2022. Highest ad volume.
The share of the film genre in total TV advertising will be 20% in 2022. With no new content created during Covid-19, the genre had the highest share of ad volume in 2020 at 23%.
Sridhar Balasubramanian, Director of Innocean Worldwide Communications Group, said the film genre is a sure bet for advertisers in terms of return on investment (ROI). “Movie channels have become an important part of the TV advertising mix for our clients because they provide consistent ratings,” he added.
Hindi film channels dominated ad volume in 2022 and 2021 with over 40% share, followed by Bhojpuri, Kannada, Tamil and Bengali. “Recently, film has become an important genre especially for Hindi-speaking brands. Four he said FTA GEC is making the hype with on/off DD Free Dish probably because he is FTA film It’s a channel,” said Madison World. Chief Purchasing Officer Vinay Hegde said:
The average number of categories, advertisers and brands in 2022 was 261, 661 and 1,584 respectively. The number of movie genre advertisers and brands decreased in Q4 2022 compared to other quarters in 2022.
“Movie channels are an important part of the TV advertising mix for our clients, so they provide consistent ratings,” he added. Followed by Bhojpuri, Kannada, Tamil and Bengali.
“Recently, movies have been a go-to genre for brands and it is probably the FTA movie channel that has seen prominence with the 4 FTA GEC turning on/off DD Free Dish, especially in the Hindi zone. , Also, the measurement disruptions witnessed in the news genre may have increased demand for the film genre, particularly for male-biased brands,” said Vinay Hegde, chief buying officer at Madison World. says.
The average number of categories, advertisers and brands in 2022 was 261, 661 and 1,584 respectively. The number of movie genre advertisers and brands decreased in Q4 2022 compared to other quarters in 2022.
The food and beverage, personal care/hygiene, services, personal healthcare and hair care sectors accounted for over 70% of ad volume.
The top 10 categories added a 36% share of ad volume for the movie genre, with toilet soap maintaining its number one position as the top advertising category for the movie genre.
HUL, Reckitt Benckiser, Cadbury India and Ponds India topped the list. The top 100 advertiser accounts for his 85% share of all advertising in the film genre.
Over 480 advertisers and over 1400 brands exclusively advertised in 2022 compared to 2021.
Regional film channels with a 55% share of ad volume will surpass national film channels with a 45% share of ad volume in 2022.
Ads between 20 and 40 seconds accounted for more than half of ad volume in the movie genre.
