TV advertising is evolving, and if you're a brand that likes to set the trend, then you need to keep yourself updated about the changes taking place. The movie genre has always been quite popular among advertisers due to their vast reach on designating an even certain audience, notably with Hindi blockbusters and regional films. Yet one can observe a slight but key change of gears in 2024. Clearly, marketers changed their means of marketing according to the changing buying habits of consumers, with new industries popping up at their heels and shorter, sharper ads.
This blog post will highlight the most current TAM AdEx study results. It will explore developing areas, such as the rise of regional theater, and how you may leverage these trends to increase the effectiveness of your advertising. The time has arrived to test it and see what works!
Now, you might have heard that ad volume decreased by 4% in the first half of 2024 compared to last year. Isn't that a rather huge drop? Just wait. Though there was a slight decrease, there still remains a staggering 21% of all TV commercials in the movie domain. So a chunk of this size shows that movies are somewhat still popular as the medium of interfaces.
So you might wonder what caused this drop. The issue is highly competitive. OTT platforms and digital media are booming in ads. These days, everyone wants to be on TV, and so the TV is being stressed out a bit more. Everyone wants to be on the web these days, which makes TV a little more stressed than it used to be. But here’s the thing - the movie genre has been around for ages, and it’s still holding its ground. People still love sitting down to watch their favorite movies, and advertisers know that’s a great chance to reach a big, engaged audience.
So, while things are changing, the movie genre is proving that it’s still a reliable place for brands to advertise. It’s like that classic hit song that never goes out of style. You can bet it’s still a smart move for many advertisers, even if newer platforms are popping up left and right.
Four out of ten movie ads are for Bollywood films, which are a type of Hindi film. Since they reach millions of people in India and around the world, these sites are great for large-scale ads that are aimed at a wide range of groups. That being said, regional movies like Bhojpuri, Tamil, Kannada, and Telugu are becoming more popular as more movie buyers see how well they do. Regional movies like this help businesses reach certain groups of people by appealing to their language and culture. For the people they are trying to reach, commercials that are translated into their native language are more likely to be interesting and have value. Here at Excellent Publicity, we help businesses make unique plans for area theaters to make sure their ads reach the right people and have an impact.
Food & Beverages : 28% of movie ads come from the Food & Beverages (F&B) business, making it the biggest area. This business is doing very well because people love both shows and snack foods. Marketers in this area use the huge number of moviegoers to sell everything from chips and soda to packed meals and fast food. People are most likely to snack when they are watching a movie, which is when food ads work best. The important thing is to meet customers where they are and get them to buy at the last minute. In-theater ads make people more likely to recognize and want to buy a product by making the promoted things seem like they are important to the plot of the movie.
Personal Care and Hygiene : With 21% of all ad sales, the Personal Care & Hygiene sector is also very powerful. Take a look at all the ads for deodorant, soap, shampoo, toothpaste, and other personal care products that play during movie breaks. People in the movie business really like these kinds of brands because the products they make are things that people need every day. The movie business has a wide range of fans, so brands that sell personal care products can reach people from all walks of life. Advertisements often have themes that appeal to people from a wide range of backgrounds, like how important it is to look clean and confident.
Emerging Sectors : Hair Care, Laundry, and Banking / Finance: In addition to the more standard food and drink and personal care industries, more businesses are starting to recognize the advertising opportunities in movie genres. Hair Care: There are more and more commercials for hair care items in movies. Movie ads can help companies that sell shampoo, conditioner, and styling products reach a lot of people. It's all about showing how useful the products are and connecting with people on an emotional level through pictures with interesting stories. Laundry: Laundry brands are also showing up in movie ads, capitalizing on the fact that everyone needs to wash their clothes. Advertisements for laundry soap, fabric softener, and washing machines often stress how useful, easy to use, and clean the product is. Movie ads show these companies to people all over the world and stress how important their goods are. Banking & Finance: Finally, the movie form is being used by the finance business to make their brands more well known. Movies are a great place to advertise these things, which might not be as "exciting" as, say, food or soap, but are still very important. People may need some time to trust ads for financial products, but movie pictures are easy to understand and trust, and they are widely available, so they break through the ice faster.
Fastest-Growing Categories
Vitamins/Tonics:
Noodles/Pasta:
Toilet Soaps:
Washing Powders and Chocolates:
Who’s Leading the Charge?
When it comes to dominating TV ad space, Hindustan Unilever (HUL) and Reckitt Benckiser are leading the charge, making up a huge portion of the ad volumes in the movie genre - 20% and 12% respectively. These companies are smartly using the success of the film genre to get more people to know about their brands. Why do companies like Reckitt and HUL spend so much time selling well-known movies? You're not just reaching people; you're reaching interested people who are likely to remember your brand.
In the movie business, some of the best-selling items are Santoor Sandal, Harpic Power Plus, and Dettol Toilet Soaps. Instead of being short-lived hits, these companies have been steadily putting out film-related ads to make sure people remember them. Having several top-ten brands, both Reckitt and HUL show how powerful a steady, well-planned advertising campaign can be. For example, movie spots are a good example of this. What these experts say might be the best thing to do if you want your business to stand out.
Why Prime Time Rules Movie Advertising?
The TV ad counterpart of getting rich is Prime Time, which runs from 6 PM to 11 PM. When most people are relaxing after a long day and sitting down in front of the TV, this is the time spot that gets the most ads. Advertisers like it because it gets people's attention whether they're watching a new show, sitting at home with their families, or going out with friends. Right now is the best time for ads because most people are already focused on what they're watching.
But Prime Time isn't the only important one. 70% of the ad spots that are open are in the morning and afternoon, which are also very busy times. Think about people who are having their morning coffee or lunch break. There may not be as many people glued to the TV during these times, but they are still pretty important. So, it's not enough to just go all out during Prime Time. You need to reach people at other times of the day as well, when they're more likely to watch.
Advertising Trends to Capitalize on:
Shorter ads are taking the spotlight these days. While ads lasting 20-40 seconds are still the go-to choice for most brands, we’re seeing a noticeable rise in ads under 20 seconds - up by 3% in share. Why? Because people’s attention spans are shrinking, and shorter ads are perfect for delivering a quick, punchy message that sticks. These quick ads are all about making an impact in less time, and at Excellent Publicity, we specialize in crafting these fast yet memorable ads for our clients. It’s all about getting the message across in a way that catches the viewer’s eye, without them zoning out.
Shorter Ads Gaining Popularity:
Continued Strength of the Movie Genre:
Food & Beverages and Personal Care Lead:
Growth in High-Growth Categories:
Prime Time Still Dominates:
Rise of Regional Cinema:
Actionable Steps for Advertisers:
At Excellent Publicity, we’re all about helping you get your message to the right people. Forget about throwing ads into the void and hoping for the best—we use real insights and data to make sure your ads reach the people who actually care, at the right time.
Visit our website to know more. Let's create something truly Excellent together.
Food & Beverages and Personal Care/Personal Hygiene are those which took away the large slices of the advertisement pie from this genre.
Prime Time is the golden hour for advertising. Short, sharp ads can help to deliver improved reach and engagement.
Focus on those categories growing, time the advertisements to hit that sweet spot that will increase brand impact and return on investment.