Cinema sees AdEx drop by 52% in H1 ’20 compared to H1 ’19

As per the Pitch Madison Advertising Report Mid-Year Review, cinema is expected to grow to Rs 650 (-60%) in 2020

e4m by exchange4media Staff
Updated: Aug 19, 2020 3:11 PM
Cinema

The Pitch Madison Advertising Report Mid-Year Review 2020 has reported that the sectors of OOH and Cinema in Q2 had virtually no billings.

The nationwide lockdown under which all cinemas were ordered closed has brutally affected the medium. Cinemas have remained shut for over four months due to the COVID-19 nationwide lockdown and this has brought Cinema advertising to zero for Q2’20.

Q1’20 wasn’t hopeful for the Cinema Industry too. In Q1’20 the AdEx for Cinema had dropped by 16% and ended Q1’20 with an estimated billing of just Rs 176 crore. AdEx in H1’20 for Cinema has dropped by 52% compared to H1’19.

Taking a look at the Indian Advertising Market in the Jan-June period in the past 3 years, Cinema in H1’18 had recorded Rs 282 crore, in H1’19 it had recorded Rs 366 crore, and this year in H1’20 it had recorded a decline of Rs 176 crore. The market share has been 1% consecutively for the past 3 years.

Cinema has a long road to recover its losses. OTT has risen to the occasion and has leveraged audience's attention due to the lockdown. Even if cinemas are given the permission to open it can operate only at 25% capacity for a few months.

According to the growth forecast for the year 2020, Cinema is expected to grow from Rs 400 crore (-40%) to Rs 650 (-60%).

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