42% viewers cite ads as influential in purchase decisions: GroupM 

GroupM has released its latest report, "Profiling Cinemagoers," which explores cinema viewing habits and their impact on  consumer behavior across five key metropolitan cities: Bengaluru, Delhi, Pune, Mumbai, and  Hyderabad. 

The study was conducted with a representative sample of 1,075 individuals aged 18-44. 

The findings uncover intriguing cinema viewership trends, showcasing diverse audience  behaviours. Heavy Viewers, watching 4+ movies monthly, represent 23% of respondents and  emerge as the most engaged segment. Medium Viewers, who watch 2-3 movies per month,  dominate the landscape at 57%, while Light Viewers, averaging 1 movie per month, account for the  remaining 20%. This segmentation highlights the varied consumption patterns within the cinema  audience, offering valuable opportunities for targeted engagement.  

On average, people watch 18 movies annually, with men outpacing over women, pointing to a  gender gap in viewership. Nearly a quarter of audiences enjoy the excitement of first day, first show screenings, while 42% watching movies on the release day. Evening screenings remain the  top choice, and cinema continues to be a social activity for most, with 75% watching with family  and friends, while some also enjoy it with colleagues, partners, or even alone. 

Ajay Mehta, Managing Director, Cinema, OOH, and Experiential Marketing at GroupM, India,  said, “Cinema is not just an entertainment platform but a powerful medium for connecting with  audiences.. This report underscores the relevance of cinema as a thriving entertainment and  advertising platform. With 42% of viewers acknowledging the influence of cinema ads on their  purchase decisions, it’s clear that the silver screen holds immense potential for meaningful  consumer engagement. By understanding audience behaviour and preferences, we can empower advertisers to create impactful campaigns that resonate with cinema-goers and drive meaningful  consumer engagement.” 

Siddharth Bhardwaj, CEO of UFO Moviez India, added, “With 858 million footfalls and a Gross  Box Office Collection (GBOC) of ₹12.38 billion, cinema has emerged as a powerful driver of the  ‘out-of-home economy.’ At UFO, data-driven strategies are at the heart of our offerings. Our  platform, ProCAT, provides brands and advertisers with unparalleled insights into Indian cinema  footfall trends, enabling precise campaign planning and performance evaluation. By leveraging  historical data, guaranteed footfalls, and predictive admissions, advertisers can design highly  targeted campaigns that captivate audiences in an immersive environment, maximizing  engagement and ensuring a guaranteed return on investment.”