Interactive TV releases Cinema Audit & Monitoring report

08 Oct,2014

By A Correspondent


Interactive Television, a unit of WPP, in collaboration with IPSOS-MEDIA CT released the CAM report August 2014 (Detailed trends and tracker for the movie Singham Returns). CAM report by Interactive Television is an initiative seeking to capture and present the trends and developments in the Indian Cinema advertising industry. The report documents important specifics of the month of August including presence of each category and brands in cinema, brand recall, placement and distribution strategy of each brand and traces the developments in the Indian cinema advertising.


CAM report August 2014 captures that Food and Beverage continues to be the top category present in almost all the screens in cinema advertising in the last one year & has emerged as a biggest spender on this medium followed by Beauty & Personal Care and Apparel.


Ajay Mehta, CEO- Interactive Television Pvt. Ltd says, “CAM completed 12 rounds of audit with ‘Singham Returns’. With this month’s CAM report, 298 brands were active on cinema out of which 55 are new brand entrants. On an average, 120 new brands are associating with cinema every month and looking at it as a useful medium to advertise. In the coming months, we are expecting to see rise in number of brands advertising on cinema because of big releases like Happy New Year, PeeKay expected to generate higher footfalls.”


Key highlights of the report include cinema is India’s greatest passion and has been enchanting audiences for almost a century now. The core objective of CAM report is ‘to understand the potential of cinema as a medium of advertising, track how is it moving over time.’ The Report examined advertising investments in Indian multiplexes or theatres and offers a comprehensive overview of where the money is flowing in cinema advertising. Chocon continues to be the top advertised brand on screen with presence in 3/4th of the screens and the ads are being played in all premier slots. The brand continues to be most recalled brand followed by 7up. Also the difference between the top brand recalled and the others is quite high.


The report also highlights that 55 new brands were screened, out of which Parle Marie & Tropicana were present on more than 100 screens. Parle Marie with highest slots balanced their ads for ‘Before Movie’ and ‘During Interval’ equally.


CAM reporting is done on a monthly basis and monitoring is done with big releases in that particular month.


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