Brands Boost Visibility: 570+ Hours of Movie Co-branding on TV in 2025, Says TAM
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Storyboard•20-01-2026, 22:58
Brands Boost Visibility: 570+ Hours of Movie Co-branding on TV in 2025, Says TAM
- •Brands invested over 570 hours in movie co-branding on TV in 2025, according to TAM AdEx Television Advertising Recap 2025, leveraging entertainment properties for visibility.
- •'Pushpa 2' led movie-linked campaigns, accounting for 23% of co-branded ad volumes, showcasing the appeal of large film franchises.
- •Comfort Fabric Conditioner was the top brand in movie co-branding (23% share), followed by Cadbury Gems (18%) and Dr Ortho Strong Oil (8%).
- •GECs and News channels dominated TV ad exposure, collectively holding 56% of total ad volumes, with GECs at 30% and News channels at 26%.
- •FMCG remained the core of TV advertising, with Food & Beverages (21%) and Personal Care/Personal Hygiene (15%) leading sectors; Hindustan Unilever was the largest advertiser.
Why It Matters: Brands significantly increased movie co-branding on TV in 2025, leveraging film popularity and dominant channels for reach.
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