AdEx report on Mirroring Y 2021 for Advertising in Movies Genre provides insights on advertisements in Movies in 2021 compared to those in 2017 and how 2021 showed highest growth in Ad volumes compared to 2017

2. Highlights
01
02
03
04
05
In Y 2021, 49% indexed growth was observed on
Movies genre compared to Y 2017* and 13%
growth compared to Y 2020*.
‘HUL’ and ‘Reckitt Benckiser’ remained at top 2
positions in Movies genre during both Y 2020-
21*.
During both Y 2020-21*, Hindi Movies topped
with more than 40% share of Movies genre’s Ad
Volumes.
Count of Advertisers on Movies genre dropped
by 16% in Q2’21 which recovered by 20% in
Q3’21 and 29% in Q4’21 over Q2’21.
The Top 3 sectors retained their ranks in Y 2020
and Y 2021 with /Personal Care & Hygiene’ and
‘F&B’ sector contributing 46% share of Ad
Volumes on Movies Genre.
06
07
08
09
10
Aerated Soft Drink and Rubs & Balms categories
were the new entrants in top 10 list of Y 2021.
540+ advertisers & 1.5K+ brands exclusively
advertised during Y 2021 compared to Y 2020.
Regional and National Movies channels had 52%
and 48% share of Ad Volumes respectively in
Movies genre during Y 2021.
In Y 2021 & 2020, <20 sec ads on Movies genre
had more than 1/4th the ad volumes share.
Toilet Soaps category led the Movies genre with 6%
share of ad volumes in Y 2021.

3. Trends in Ad Volumes of Movies Genre: 49% rise in Y 2021 compared to Y 2017
100
120 118
132
149
Y 2027 Y 2018 Y 2019 Y 2020 Y 2021
Indexed Growth in Movies : Y 2018*-21* over Y 2017*
Index: Y 2017*=100
290
265
280 281
Jan-Mar'21 Apr-Jun'21 Jul-Sep'21 Oct-Dec'21*
Avg.
Ad
Volumes/Day
(In
Hours)
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Y 2017*-21* (*Jan-28th Dec)
Quarterly Trends in Movies : Y 2021*
Count of
Channels
85+ 95+ 95+ 100+ 100+
Data till 28th Dec for all Years
Indexed
Ad
Volume
 In Y 2021, 49% indexed growth observed on Movies genre compared to Y 2017* and 13% growth compared
to Y 2020*.
 Highest growth in Ad Volumes observed in Y 2021* compared to Y 2017*.
 Apr-Jun’21 registered a drop of 9% in ad volumes on Movies Genre compared to Jan-Mar’21.

4. Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
8.5% 8.6%
8.8%
8.5%
7.9%
7.3%
7.9%
8.2%
8.9%
9.2%
8.3%
8.0%
Jan'21 Feb'21 Mar'21 Apr'21 May'21 Jun'21 Jul'21 Aug'21 Sep'21 Oct'21 Nov'21 Dec'21
2nd Wave Covid
Period : Jan-Dec’21
Monthly Share of Avg. Ad Volumes/Day: Y 2021
 Month of Jun’21 registered lowest share of Ad Volumes on Movies genre i.e. 7.3 %.
 Oct’21 registered highest Ad Volumes on Movies genre.

5. 20% 20% 21% 23% 21%
80% 80% 79% 77% 79%
Y 2017 Y 2018 Y 2019 Y 2020 Y 2021
Movies Others
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Y 2017-21* (*Jan-28th Dec)
Share of the Movies Genre in overall TV Advertising: Y 2017-21*
 Y 2020 saw highest share of Ad Volumes i.e. 23% for Movies genre which dropped by 2% in Y 2021.

6. Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
44%
10%
8%
8%
7%
23%
Hindi Movies
Bhojpuri Movies
Kannada Movies
Tamil Movies
Bengali Movies
Others (7)
46%
8%
8%
7%
7%
24%
Hindi Movies
Bhojpuri Movies
Bengali Movies
Telugu Movies
Kannada Movies
Others (7)
Subgenres of Movies
Y 2020
Subgenres of Movies
Y 2021*
Period : Y 2020-2021* (*Jan-28th Dec’21)
 During both Y 2020-21*, Hindi Movies topped with more than 40% share of Movies genre’s Ad Volumes.
 2 out of Top 5 subgenres retained their ranks in Y 2021* while Telugu Movies was replaced by Tamil Movies.
 In Y 2021, Kannada Movies replaced Bengali Movies to take third position in terms of Ad Volumes.
Top 5 Subgenres of Movies Genre

7. Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : *Jan-28th Dec’21
270+
260+
270+
275+
690+
580+
690+
740+
1670+
1440+
1630+
1780+
Count of Categories Count of Advertisers Count of Brands
Q1’21
Q2’21
Q3’21
Q4’21
Q1’21
Q2’21
Q3’21
Q4’21
Q1’21
Q2’21
Q3’21
Q4’21
 Count of Advertisers on Movies genre dropped by 16% in Q2’21 which recovered by 20% in Q3’21 and 29% in
Q4’21 over Q2’21.
 Count of Brands on Movies genre dropped by 14% in Q2’21 which recovered by 13% and 24% respectively in
Q3’21 and Q4’21 over Q2’21.
Tally of Categories, Advertisers and Brands in Movies Genre – Quarter wise

8. Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : *Jan-28th Dec’21
1
2
3
5
4
7
6
8
9
10
Others 9%
 The Top 3 sectors retained their ranks in Y 2020 and Y 2021 with Personal Care/Personal Hygiene and
F&B sector contributing 46% share of Ad Volumes on Movies Genre.
 6 out of Top 10 sectors maintained their ranks in Y 2021 compared to Y 2020.
Leading Sectors: ‘Personal Care/Personal Hygiene’ topped with 23% share
of Movie Genre’s ad volumes
% Share Rank in Y 2020
Rank Top Sectors – Y 2021*
1 Personal Care/Personal Hygiene 23%
2 Food & Beverages 23%
3 Services 11%
4 Personal Healthcare 9%
5 Hair Care 8%
6 Household Products 7%
7 Laundry 6%
8 Auto 2%
9 Building, Industrial & Land Materials/Equipments 2%
10 Banking/Finance/Investment 1%

9. Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : *Jan-28th Dec’21
1
2
3
4
5
6
7
Toilet Soaps
Milk Beverages
Shampoos
Washing Powders/Liquids
Tooth Pastes
Toilet/Floor Cleaners
Ecom-Media/Ent./Social Media
5%
5%
4%
4%
4%
4%
8
9
Chocolates
Aerated Soft Drink
Rubs & Balms
3%
2%
2%
10
6% 1
6
2
3
4
7
5
8
17
12
Rank in Y 2020
Next 40 Categories 39%
Leading Categories : Toilet Soaps(6%) led the Movies genre in Y 2021
 Top 10 categories added 38% share of Movies genre’s Ad Volumes.
 Milk Beverages moved up by 4 ranks to stood at 2nd rank in Y 2021 over Y 2020.
 Aerated Soft Drink and Rubs & Balms categories were the new entrants in top 10 list of Y 2021.

10. Rank
Top Growing Categories (Y2021* vs. Y2020)
(based on highest increase in Ad Volumes) Growth
1 Milk Beverages 37%
2 Aerated Soft Drink 95%
3 Rubs And Balms 48%
4 Biscuits 39%
5 Ecom-Online Shopping 43%
6 Hair Removers 72%
7 Toilet/Floor Cleaners 15%
8 Moisturising Lotion/Creams 29%
9 Tea 26%
10 Digestives 75%
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : *Jan-28th Dec’21
 Milk Beverages saw highest increase in Ad secondages, followed by Aerated Soft Drink during Y 2021
compared to Y 2020 in Movies Genre.
 In terms of growth % among Top 10 categories, Aerated Soft Drink topped with highest growth of 95%.
 4 categories out of top 10 growing categories belonged to F&B sector.
Top Growing Categories : 190+ Categories registered Positive Growth on
Movies genre

11. Top Advertisers (Y 2021*) [Total 1.2K+]
Rank
(Y 2020)
1 . Hindustan Unilever 1
2 . Reckitt Benckiser (India) 2
3 . Cadburys India 5
4 . Brooke Bond Lipton India 4
5 . Procter & Gamble 8
6 . Ponds India 6
7 . Godrej Consumer Products 9
8 . ITC 3
9 . Colgate Palmolive India 7
10 . Amazon Online India 10
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : *Jan-28th Dec’21
Top 10 Advertisers
contributed 50% share of
Movies genre’s Ad Volumes
Leading Advertisers: FMCG Players reign the Top 10 list
 HUL and Reckitt Benckiser remained at top 2 positions in Movies genre during both Y 2020-21*.
 Procter & Gamble observed highest positive rank shift in Y 2021 compared to Y 2020.
 Top 100 advertisers accounted for 86% share of overall Movies genre advertising.

12. Rank Top Exclusive^ Advertisers (Y2021*) [Total 40+]
1 The Wedding Extraordinaire
2 Hegde Hospital Infertily Center
3 Thilagaraj Textiles
4 STC India
5 Al Amani TVR Group
6 Parishudh Noni
7 Maggadha Mane
8 Indian Oil Adani Gas
9 Aaradyaa Gold
10 Al Ain Dairy
^ Present in Movies genre but not in Other genres
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : *Jan-28th Dec’21
Exclusive^ Advertisers in the Movies Genre: Y 2021
 40+ advertisers advertised exclusively in Movies genre during Y 2021.
 The Wedding Extraordinaire was the top exclusive^ advertiser in Movies genre.

13. Rank Top Brands (Y2021*) [Total 3.1K+]
1 Dettol Toilet Soaps
2 Horlicks
3 Clinic Plus Shampoo
4 Lizol
5 Dettol Antiseptic Liquid
6 Close Up Ever Fresh
7 Cadburys Bournvita
8 Harpic Power Plus 10x Max Clean
9 Glow & Lovely Advanced Multivitamin
10 Amazon.In
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : *Jan-28th Dec’21
Top 10 Brands contributed
10% share of Movies Ad
Volumes
Leading Brands in Y 2021*: Dettol Toilets Soaps topped among the 3100+
brands advertising on Movies genre
 Out of the Top 10 brands, 4 belonged to HUL and Reckitt each.
 6 brands entered in Top 10 list during Y 2021 over Y 2020.

14. Rank Top Exclusive Brands (Y 2021*) [Total 1.5K+]
1 Moov Strong Diclofenac Gel
2 Google Search Engine
3 Dettol
4 Ponds Bright Beauty Face Wash
5 Ponds Bright Beauty
6 Head & Shoulders Neem
7 Pepsodent Germi Check 8
8 Renault Kiger
9 Glow & Lovely Careers
10 Moov Pain Balm
Rank Top Exclusive Advertisers (Y 2021*) [Total 540+]
1 EPX Uptech
2 Accenture Solutions
3 True Software Scandinavia AB
4 Sanghvi Beauty & Technologies
5 Netmeds Marketplace
6 Indira Infertility & Test Tube Baby Centre
7 Gokuldas Intimatewear
8 Sobek Auto India
9 Blubird Auto Trade
10 BPL
^ Present in Y 2021* but not in Y 2020
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Y 2020-2021* (*Jan-28th Dec’21)
Leading Exclusive^ Advertisers and Brands: Y 2021
 540+ advertisers & 1.5K+ brands exclusively advertised during Y 2021 compared to Y 2020.
 EPX Uptech and Moov Strong Diclofenac Gel were the top exclusive^ advertiser and brand respectively
during Y 2021 compared to Y 2020.

15. 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 Channels had more than 75% share of Ad Volumes
Advertising on National & Regional Channels of Movies genre

16. Regional
Channels
National
Channels
49%
51%
Regional
Channels
National
Channels
52%
48%
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Y 2020-2021* (*Jan-28th Dec’21)
National & Regional Channels: Regional Movies Channels had more than 50% share of Ad Volumes
 Regional and National Movies channels had nearly equal share of Ad Volumes in both the years.

17. Rank
Exclusive Advertisers
(Regional Channels)
1 Kaleesuwari Refinery
2 Aachi Masala Foods
3 Hatsun Agro Product
4 Vasanth & Co
5 Inter Ikea Systems BV
Rank
Exclusive Advertisers
(National Channels)
1 Accenture Solutions
2 Diamond Producers Association ESV
3 Bikaji Foods International
4 Nestle Skin Health India
5 Levi Strauss India
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : *Jan-28th Dec’21
[Total 100+] [Total 700+]
100+ Exclusive Advertisers on National & 700+ on Regional channels in Movies genre during Y 2021*
 Accenture Solutions and Kaleesuwari Refinery were leading Exclusive advertisers on National and Regional
Movies channels respectively during Y 2021.

18. 11%
16%
22%
12%
30%
8%
Early Morning Morning Afternoon Evening Prime Time Night
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
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : *Jan-28th Dec’21
Advertising share by Time Bands in Movies Genre
 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 more than 69% share of ad volumes.

19. 70%
27%
3%
0.4%
20-40 Sec
<20 Sec
40-60 Sec
>60 Sec 70%
25%
4%
0.5%
20-40 Sec
< 20 Sec
40-60 Sec
> 60 Sec
Ad Length
Y2020*
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Y 2020-2021* (*Jan-28th Dec’21)
Ad Length
Y2021*
Ad Size in the Movies Genre : Y 2021* and Y 2020*
 In Y 2021 & 2020, <20 sec ads on Movies genre had more than 1/4th the ad volumes share.
 Ad Commercials of 20-40 seconds were most preferred for advertising on Movies channels during both the
years.

20. Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : *Jan-28th Dec’21
79%
21%
Y 2021*
 Commercial advertising added 79% share of Ad Volumes whereas Promos had 21% share in Y 2021
on Movies genre.
Promotion vs. Commercial Ads in Movies Genre

21. Foranyquerieswriteto: taminsights@tamindia.com
Website Link: www.tamindia.com