Interactive Television releases CAM Report October 2014

CAM completed 14 rounds of audit with the movie Bang Bang. With this month’s CAM report, one can observe that there has been 50% increase in the number of brands active on cinema with the movie Bang Bang as compared to Finding Fanny

by exchange4media Staff
Published - Dec 5, 2014 11:39 AM Updated: Dec 5, 2014 11:39 AM
 Interactive Television releases CAM Report October 2014

Interactive Television, a unit of WPP, an integrated entertainment and retail marketing company in collaboration with IPSOS-MEDIA CT released the CAM report October 2014 (Detailed trends and tracker for the movie Bang Bang). CAM report by Interactive Television is an initiative seeking to capture and present the trends and developments in the Indian Cinema advertising industry.

Further elaborating the CAM report of October 2014, Ajay Mehta, CEO- Interactive Television Pvt. Ltd says, “CAM completed 14 rounds of audit with the movie Bang Bang. With this month’s CAM report, one can observe that there has been 50% increase in the number of brands active on cinema with the movie Bang Bang as compared to Finding Fanny. Out of which 91 brands were screened on cinema for the first time. Food and Beverage continues to be the top Category present in almost all the screens. Also, there has been tremendous increase in number of spots from 3772 in September to 6172 in October.”

Key highlights of the CAM report October 2014:-

Apparel category SOP (Share of Presence) has increased from 49% in Sep to 91% in
Oct due to increase in spending of ''Manyavar'' garments on cinema screens.
The average number of ads played with the movie ''Bang Bang'' is very high.
The Effective Recall Rate of ''Olx'' & ''Dove'' is higher than Effective Recall Rate of
''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 more in October (6172) as compared to September (3772). The
reason can be accounted to the buzz surrounding the movie Bang Bang where as in
September we audited the movie ''Finding Fanny'' with less buzz around it.


Apparel category SOP (Share of Presence) has increased from 49% in Sep to 91% in Oct due to increase in spending of “Manyavar” garments on cinema screens.

The average number of ads played with the movie “Bang Bang” is very high.

The Effective Recall Rate of “Olx” & “Dove” is higher than Effective Recall Rate of “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 more in October (6172) as compared to September (3772). The reason can be accounted to the buzz surrounding the movie Bang Bang where as in September we audited the movie “Finding Fanny” with less 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. Food & Beverages shows a slight decrease in their spending and there has been a significant increase in apparel and consumer durables category. Apparel category SOP (Share of Presence) has increased from 49% in Sep to 91% in Oct due to increase in spending of “Manyavar” garments on cinema screens.

The report also highlights that ChocOn continues to be the top brand with presence in 3/5th of the screens followed by American Tourister and Syska LED. American Tourister and Engage Deo prefer Before Movie time slot. Chocon, Good night and Gionee balance its ads for before movie and during interval in 40:60 ratio.

Another key point that the report observes is Chocon, Syska, Parle, Dove and Emami are skewed towards West. Gionee is skewed towards South and all brands have increased their spending in North, South and East zones CAM reporting is done on a monthly basis and monitoring is done with big releases in that particular month.

 

 

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