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.