Interactive Television Releases Its CAM Report September 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 September 2014 (Detailed trends and tracker for the movie Finding Fanny). 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 July 2014, Ajay Mehta, CEO- Interactive Television Pvt. Ltd says, “CAM completed 13 rounds of audit with the movie Finding Fanny. With this month’s CAM report, one can observe that there has been 25% drop in number of brands active on cinema with the movie Finding Fanny as compared to Singham Returns. Food and Beverage continues to be the top Category present in almost all the screens, followed by Beauty & Personal Care and Electrical equipments. Electrical equipments have suddenly risen due to the presence of Syska LED. Chocon continues to be the top brand. Due to festive season the ad duration for 30/60sec is prominent with the majority of brands. Also, 238 total brands were active via cinema advertising during Sep’14 CAM audit, out of which 39 brands were screened on cinema for the first time.”
Key highlights of the CAM report September 2014:-
CAM completed 13 rounds of audit with the movie “Finding Fanny”. Food & Beverages, Beauty & Personal Care & Media retain their position of Top 3 categories on cinema in last 13 months. Electrical Equipment category has risen from 43% in Aug to 74% in Sep due to increase in spending of “Syska LED” lights on cinema screens. “Syska LED” is present in 3/4th of the screens but the no. of spots is much higher than the top brand “Chocon”. Most Brands prefer “During Interval Spot” (70%) over’ Before Movie’ spot (30%). But brands like HDFC Life, Kurkure, 7up & Vicco Vajradanti Toothpaste prefer before movie slots. Number of spots is less in September (3772) as compared to August (5271). The reason can be accounted to the buzz surrounding the movie Finding Fanny where as in August we audited the movie “Singham Returns” with more buzz around it.
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. CAM report September 2014 captures that Food & Beverages shows a slight increase due to Chocon and Kurkure. There has been a significant increase in Electrical equipment's due to the sudden increase in the spending's of Syska LED. Though Syska LED is present in 3/4th of the screens but the no. of spots is much higher than the top brand. Chocon continues to be most recalled brand followed by Syska LED. Also the difference between the top brand recalled and the others is quite high.
The report also highlights that Chocon is the top Brand played in North Zone theatres followed by OLX. Most Brands prefer “During Interval Spot” (70%) over’ Before Movie’ spot (30%). But brands like HDFC Life, Kurkure, 7up & Vicco Vajradanti Toothpaste prefer before movie slots. CAM reporting is done on a monthly basis and monitoring is done with big releases in that particular month.