Ad volumes on movie TV channels down by 4% in H1 2024

The advertising volume on the movie TV channels has decreased by 4% in the first half of 2024 (i.e January to June) as compared to the first half of 2023, according to the TAM Adex report.

Both H1 of 2024 and 2023 had a total share of 21% for the ad volumes in the movie TV channels.

In terms of the sub-genres of the movie channels, Hindi movies had the highest share of ad volumes in H1 2024 at 41%, followed by Bhojpuri movies at 10%, Kannada and Tamil movies at 9% and Bengali movies at 8%.

The top two subgenres retained their respective positions during H1'24 compared to H1'23. Meanwhile, the top five subgenres accounted for more than 75% share of ad volumes during both periods.

In terms of leading sectors, food and beverages led the list with a 28% share, followed by personal care/personal hygiene with 21%, personal healthcare at 8%, household products at 8%, services at 8%, hair care with 7%, laundry with 6%, BFSI and auto a 2% each.

The report added that the top 10 sectors together added 94% share of ad volumes during the H12024.

In terms of the advertisers, HUL was the leading advertiser with a 20% share of ad volumes, followed by Reckitt Benckiser with a 12% share.

The report also noted that prime time was the most preferred time band in the movie genre followed by afternoon and morning time bands.

Also, ad commercials of 20-40 seconds were preferred for advertising on movie channels during both periods.

The report noted that in H1'24, the < 20-second ad size in the movie genre witnessed a 3% growth in share compared to H1'23.