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TAM AdEx-Mirroring Y 2020 for Advertising in Movies Genre

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TAM AdEx-Mirroring Y 2020 for Advertising in Movies Genre depicts the advertising trends in the genre through the year.

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TAM AdEx-Mirroring Y 2020 for Advertising in Movies Genre

  1. 1. Source: AdEx India, A Division of TAM Media Research Mirroring Y 2020 for Advertising in Movies Genre
  2. 2. 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.
  3. 3. 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
  4. 4. 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
  5. 5. 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%.
  6. 6.  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 Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads 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)
  7. 7. Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads  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. Period : *Jan-19th Dec’20 275+ 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
  8. 8.  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*
  9. 9. Leading Categories in Movies genre : No major rank shift in the Top 10 Categories Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads  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. Period : *Jan-19th Dec’20 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%
  10. 10. 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 Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads  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. Period : *Jan-19th Dec’20
  11. 11. 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 . Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : *Jan-19th Dec’20 Top 10 Advertisers contributed 60% share of Movies Ad Volumes
  12. 12. 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. Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : *Jan-19th Dec’20
  13. 13. 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. 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 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
  14. 14. 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)
  15. 15. Advertising on National & Regional Channels of Movies genre Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads 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 Period : *Jan-19th Dec’20
  16. 16. 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. 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)
  17. 17. 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. Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : *Jan-19th Dec’20 [Total 100+] [Total 730+]
  18. 18. Advertising Snapshot during Unlockdown Period compared to Lockdown Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads 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
  19. 19.  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
  20. 20. 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. Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : *Jan-19th Dec’20
  21. 21. 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. 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) Ad Length Y2020*
  22. 22. 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. Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : *Jan-19th Dec’20 76% 24% Y 2020*
  23. 23. Vinita ShahFor any queries write to: [vinita.shah@tamindia.com]Website Link: www.tamindia.com

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