Interactive Television Releases Its CAM (Cinema Audit & Monitoring) Report November 2014

Interactive Television, a unit of WPP, India’s only integrated entertainment and retail marketing company in collaboration with IPSOS-MEDIA CT released the CAM report November 2014 (Detailed trends and tracker for the movie Kill Dill). 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.

Further elaborating the CAM report of November 2014, Mr. Ajay Mehta, CEO- Interactive Television Pvt. Ltd says, “CAM completed 16 rounds of audit with the movie Kill Dill. One can observe that 270 total brands were present on cinema during Nov’14 CAM audit, out of which 38 brands were screened on cinema for the first time. This is a growing trend as new brands are able to reach consumers with their differentiated offering through cinema advertising. Food and Beverage continues to be the top Category present in almost all the screens. ChocOn has maintained its top position consecutively in the last 11 months.”

Key highlights of the CAM report November 2014:-

ChocOn has maintained its top position consecutively in the last 11 months. Though ChocOn has the highest no. of screen presence but Parle Marie Biscuits has the highest no. of spots.

New brands like Syska Gadget Secure Insurance, Lumia, All Clean Wipe etc. tested cinema as an advertising medium for the first time with the movie “Kill/Dil”.

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. Food & Beverages remains almost same with their spending. Due to the brand Lakme, Beauty and Personal Care category has its presence in 9/10th of the screens.

ChocOn continues to be the top brand with presence in 4/5th of the screens followed by Parle Marie and Manyavar closely. Also, Chocon continues to be most recalled brand followed by Pepsi Soft drink. Though ChocOn has highest recall but effective recall for Pepsi is the highest. New brands like Syska Gadget Secure Insurance, Lumia, and All Clean Wipe etc. tested cinema as an advertising medium for the first time with the movie “Kill/Dil”.

Another key point that the report observes is spending for Accessories, Electrical equipments and Hardware Products are skewed towards South. Entertainment is equally distributed in North and South and almost all brands are skewed towards West.

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