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Interactive Television introduces cinema audit & monitoring for brands

The WPP company uses it proprietary tool CAM to ensure transparency in the audit of cinema advertising

BestMediaInfo Bureau | Delhi | September 20, 2013

Interactive Television (a WPP Group company), a leading cinema advertising company which works with over 9,000 screens across India, today announced the launch of a third party monitoring tool – Cinema Audit Monitoring (CAM) – which is being carried out in collaboration with IPSOS-MEDIA CT. This monitoring is carried out in top 8 cities covering 200 screens which contribute approximately 70 per cent of the cinema ADEX in a given week. The selected screens include key multiplex chains like PVR, Big Cinema, Cinemax, Inox, Fame, Fun, DT, SPI and Wave Cinemas.

Cinema is India’s greatest passion and has been enchanting audiences for almost a century now. The country’s film entertainment industry is the largest in the world in terms of the number of films produced (approx. 900) and theatrical admissions (approx. 3 billion).

The film industry has evolved over time and technology has played a major role in the way cinema is presented to audiences in theatres. Movies which were previously released on just 200-300 screens are now screened in over 2,000 screens on day one. This has significantly improved the probability of every movie making money and ensuring profitability. The Rs 100 crore plus box-office collections movie club has thus come into existence and is growing every year.

The year 2012 was an exciting year for the Indian film industry with footfalls returning to the big screen. The domestic theatrical segment grew at a CAGR of 23.8% Y-o-Y contributing 76% to the INR-112.4 billion film Industry & it is expected to continue its growth trajectory and be worth INR 193.3 billion by 2017.

Ajay Mehta, Founder & CEO, Interactive Television, said, “Interactive’s proprietary tool CAM is a game changer for brands investing in cinema advertising in India. The results of the monthly audit will help our existing and potential clients recognise the growth opportunities for their brands while choosing cinema as an advertising medium. With this audit, we aim to provide transparency and visibility to our set of clients to assist them in result oriented media planning and buying.”

Cinema in India is big, but cinema advertising is not. Cinema advertising in India varies from Rs 200 crore to Rs 250 crore which is less than 1 per cent of the ADEX of overall media spends. The key reason for this is that no monitoring system is in place. As a result, clients always question the measurability and ROI of the medium and therefore are not sure if their ads are playing or not and thus remain wary of including cinema in their media plan. Interactive Television tackles this issue through its proprietary tool CAM.

The findings of the first round of monitoring which was conducted in August 2013 are already out. This report captures all the brand ads screened before a movie and during the interval. It also includes the order in which they were played. The report also highlights the product categories, top spenders and their presence across eight cities.

The other key information areas which this report includes are: total number of brands present in cinemas during the audit period; occupancy details before and during interval; commercial duration; commercial position; number of times each ad was played; total number of ads being played; and average number of ads played with big movies.

CAM reporting is done on a monthly basis and monitoring is done with big releases in that particular month. The August 2013 report indicates that the F&B category is leading in cinema advertising, followed by personal care.


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