Movie Genre Ad Volumes Drop 4% In H1 2024

Ad volumes in the movie genre decreased by 4 per cent in the first half of 2024 compared to 2023, according to TAM Adex's 'Half-Yearly Report for Advertising in the Movie Genre'. Despite the drop, the movie genre retained a 21 per cent share of total TV ad volumes, consistent with the previous year.

Hindi movies led with a 41 per cent share of ad volumes from January to June 2024. The top five subgenres including Bhojpuri, Tamil, Kannada and Telugu films, together made up over 75 per cent of ad volumes.

The 'Food & Beverages' sector was the largest contributor accounting for 28 per cent of ad volumes, followed by Personal Care/Personal Hygiene with a 21 per cent share.

Toilet soaps continued as the top category with a 9 per cent share, holding its position from last year. Milk beverages saw the highest growth, with a 31 per cent increase in ad volumes, followed by tea at 25 per cent and vitamins/tonics/health supplements with 96 per cent growth.

Hindustan Unilever (HUL) and Reckitt Benckiser were the top two advertisers, maintaining their previous year's rankings. Wipro and Colgate Palmolive joined the top 10 advertisers this year. Dettol Toilet Soaps was the leading brand in the movie genre for January to June 2024 with other top brands including 'Harpic Power Plus 10x Advanced' and 'Santoor Sandal And Turmeric.'

Prime Time (6:00 PM to 10:59 PM) was the most popular time slot, making up 30 per cent of ad volumes, followed by afternoon and morning slots. Ads of 20-40 seconds in duration were the most common although ads shorter than 20 seconds saw a 3 per cent increase in share.