MUMBAI: According to The Ormax Bollywood Audience Report
2013 (TOBAR 2013), a syndicated industry study conducted by
media insights firm Ormax Media, internet and music channel
promos emerge as the strongest source of new film awareness
amongst the youth, while print takes the lead amongst 30+
These are just some of the various interesting findings of
TOBAR 2013. The report is based on research conducted by Ormax
Media over six months across 44 cities in India, covering
a total sample size of over 5,000 respondents across two stages.
The report covers various aspects of Bollywood audience understanding,
such as their consumption level, viewing behaviour, genre
preferences, ticket price, media consumption, etc.
The report also reveals that hoardings (including kiosks
and street posters) are a wasteful investment for film producers,
with no impact on creating buzz or interest in new films.
Speaking about this finding, Ormax Media insights head -
films Gautam Jain said: "A large amount of a film's marketing
budget is spent on buying outdoor space through hoardings.
In the study, we found that internet and print emerge as far
stronger media options for a film's marketing compared to
hoardings, which rank a poor number 11 out of 15 communication
sources measured; however point-of-consumption outdoor, such
as theatre posters and standees, scored very well."
The study claims to help producers understand the role of
various communication sources, including music channels, news
channels, reality shows, print ads, print articles, YouTube,
Facebook, Twitter, FM radio, etc.
Ormax Media have been pioneers in film insights in Bollywood,
with their flagship products Ormax Cinematix (film tracking
and opening box-office forecast) and Ormax Moviescope (film
pre-test). The Ormax Bollywood Audience Report 2013 is also
available for subscription to studios, brands and media agencies.