Interactive Television Releases Its CAM (Cinema Audit & Monitoring) Report August 2014
Interactive Television, a unit of WPP, the integrated entertainment and retail marketing company 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. It is the most credible report documenting important specifics of this exciting month 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.
Further elaborating the CAM report August 2014, 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 CAM report August 2014:-
Last one year trend shows that new brands are catching up with cinema as an advertising medium. On an average, 120 new brands are associating with cinema every month.
CAM completed 12 rounds of audit with “Singham returns” wherein F& B was the Top category advertised across cinema screens in last one year
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
298 total brands present on cinema during Aug’14 CAM audit. 55 new brands were screened, out of which Parle Marie & Tropicana were present on more than 100 screens
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.
Another key point that the report observes is Real Estate, Footwear and stationary category skewed towards North. Detergent, Fitness Centre and Travel Accessories category skewed towards South. Education category skewed towards East and almost all brands are skewed towards West, which is also due to the high sample size in west. CAM reporting is done on a monthly basis and monitoring is done with big releases in that particular month.