Interactive Television, a WPP Group company, has 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 being carried out in top eight 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 such as PVR, Big Cinema, Cinemax, Inox, Fame, Fun, DT, SPI and Wave Cinemas.
Commenting on the new tool, 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 whilst 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.”
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 per cent Y-o-Y, contributing 76 per cent to the Rs 112.4 billion film industry, and it is expected to continue its growth trajectory and be worth Rs 193.3 billion by 2017.
On the other hand, cinema advertising in India varies between Rs 200 crore and 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. Because of this, clients 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 seeks to tackle this issue through its proprietary tool CAM. The findings of the first round of monitoring, which was conducted in August 2013, is already out. This report captures all the brand ads screened before the 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 cinema 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, while monitoring is done with big releases in that particular month. The August 2013 report indicates that the F&B category is leading in cinema, followed by personal care.