Last year saw a record number of brands partnering with movies; FMCG, tech, and consumer durables led the way
Brand associations with movies have been on an upward trend for a while but they made a gala comeback in 2022. Thanks to theaters finally opening up and brands getting back in the game of top of funnel marketing, overall brand associations with movies saw a 2.8 times ad volume growth in the year gone by as compared to 2021. According to TAM, a total of sixty plus movies partnered with brands across sectors in 2022. In fact, the number of movies opting co-branding ads for promotion during the year grew three times over 2021.