Brands
TAM AdEx: Reflections of 2023 for advertising in movies genre
Mumbai: TAM AdEx India has released a report on television medium – reflections of 2023 for advertising in movies genre.
Trends in ad volumes of movie genre: 27 per cent rise in 2023 as compared to 2019. In 2023, there was a four per cent increase in advertising volumes compared to 2022. Advertising volumes in the second quarter of 2023 were five per cent higher than those in the fourth quarter of the same year.
In 2024, the movies channel genre secured the second-highest share of advertising volumes among various channel genres.
Hindi movies maintained their dominance in terms of ad volumes, holding a share of over 40 per cent in both 2023 and 2022. The top four sub-genres maintained their positions from 2022 to 2023. In 2023, the top five sub-genres collectively accounted for 77 per cent of the advertising share.
The count of categories, advertisers and brands consistently increased over the period, but, it was seen highest during Q’4 of 2023.
During 2023, the top four sectors retained their respective positions compared to 2022. The combined contribution of the top 10 sectors accounted for 93 per cent of the advertising volumes in 2023. Among top 10 sectors, the BFSI sector was the sole newcomer in 2023 compared to 2022.
Toilet soaps retained its first position with nine per cent share of ad volumes in 2023 compared to 2022. Washing powders/liquids ascended to second position with four per cent share of ad volumes compared to its third position in 2022. Together, the top 10 categories covered 38 per cent share of ad volumes in 2023. In 2023, biscuits was the only new entrant with three per cent share of ad volumes over 2022.
During 2023, toilet soaps saw the highest increase in ad secondages as compared to 2022, followed by washing powders/liquids with 54 per cent and 15 per cent ad volumes growth respectively. In terms of growth percentage among the top 10 categories, air fresheners topped with the highest growth of three times.
Top 10 advertisers contributed 57 per cent share of movies genre’s ad volumes. HUL was the leading advertiser with 22 per cent share of ad volumes in 2023. Along with HUL, Reckitt Benckiser (India) and P&G retained their respective positions in 2023 over 2022. Nestle India was a new entrant and secured the 10th position in 2023 compared to its 11th position in 2022.
In the movie genre, Devdarshan Dhoop Industries stood out as the primary exclusive advertiser among the 35 plus advertisers prominently featured in the 2023.
The top 10 brands contributed 11 per cent share of movies ad volumes. Compared to 2022, Dettol Toilet Soaps retained its first position in 2023.
Sandoor Sandal and Turmeric, Lifebouy Toilet Soap and Colgate Dental Cream were new entrants during 2023 over 2022. Out of the top 10 brands present in 2023, four of them belonged to Reckitt Benckiser (India) and four belonged to Hindustan Unilever.
470 plus advertisers & 1.4K plus brands exclusively advertised in movie genre during 2023 as compared to 2022. Piramal Capital & Housing Finance and Lux Jasmine & Vitamin C+E were the top exclusive advertisers and brands respectively during 2023 as compared to 2022.
Prime time was the most preferred time band on movie genre followed by afternoon and morning time bands. Primetime, afternoon & morning time bands together added more than 70 per cent share of ad volumes.
In both 2023 and 2022, ads lasting for 20-40 seconds dominated the advertising landscape of the movie genre on TV, accounting for over half of the total ad volumes. Following closely, commercials lasting less than 20 seconds emerged as the second most favored choice for advertising on movie channels in both years.
Brands
UK’s OnlyFans seeks US investor at $3bn valuation after owner’s death
The adult video platform is seeking stability after the death of its billionaire owner
LONDON: OnlyFans is looking for a new partner. The London-based adult video platform is in advanced talks to sell a minority stake of less than 20 per cent to Architect Capital, a San Francisco-based investment firm, in a deal that would value the business at more than $3bn (£2.2bn).
The move is driven by an urgent need for stability. Leonid Radvinsky, the Ukrainian-American billionaire who owned OnlyFans, died of cancer last month at the age of 43, leaving the future of one of Britain’s most profitable privately held businesses suddenly uncertain.
The choice of Architect Capital is not arbitrary. The firm has deep expertise in financial services, which aligns neatly with OnlyFans’ ambitions to offer banking products to its creators, many of whom have long struggled to access basic financial services because of the nature of their work.
The numbers behind OnlyFans are, by any measure, staggering. The platform posted revenues of $1.4bn in the year to 30th November 2024, with a pre-tax profit of $684m, up four per cent on the prior year. Payments to creators totalled $7.2bn over the same period, a rise of nearly ten per cent. Radvinsky personally collected $701m in dividends from the business in 2024 alone, on top of more than $1bn in such payments he had already received. The platform, run through its parent company Felix International, hosts 4.6m creator accounts, with performers keeping 80 per cent of subscription proceeds and the platform pocketing the remaining 20 per cent. It has 377m fan accounts in total.
The current minority stake talks represent a notable scaling back of ambitions. In January, OnlyFans was reported to be in discussions with Architect about selling a majority stake of 60 per cent. Before that, the company had explored a sale to a consortium led by Forest Road Company, a Los Angeles-based investment firm. Neither deal materialised.
OnlyFans has built an enormously lucrative business on content that mainstream finance has long refused to touch. Now, with its owner gone and a $3bn valuation on the table, it is looking for the kind of respectable institutional backing that might finally persuade the banks to take its calls.
