25 per cent drop in number of brands active on cinema: CAM Report

MUMBAI: Interactive Television in collaboration with IPSOS-MEDIA CT has released the CAM report for the month of September 2014. It includes detailed trends for the movie Finding Fanny. The report documents specifics including presence of each category and brands in cinema, brand recall, placement and distribution strategy of each brand and traces the developments in the Indian cinema advertising. The report examined advertising investments in Indian multiplexes or theatres and offers an overview of where the money is flowing in cinema advertising.

Some of the key highlights of the report are: Food and beverages, beauty and personal care and media retained their position of top three categories on cinema in last 13 months. Electrical Equipment category has risen from 43 per cent in August to 74 per cent in September due to increase in spending of Syska LED lights on cinema screens. Syska LED is present in 3/4th of the screens but the number of spots is much higher than the top brand Chocon.

Elaborating on the report Interactive Television CEO Ajay Mehta said “CAM completed 13 rounds of audit with the movie Finding Fanny. One can observe that there has been 25 per cent drop in number of brands active on cinema with the movie Finding Fanny as compared to Singham Returns.  Due to festive season the ad duration for 30/60sec is prominent with the majority of brands. Also, 238 total brands were active via cinema advertising during September 2014 audit, out of which 39 brands were screened on cinema for the first time.”

Most brands prefer the During Interval Spot (70 per cent) over the Before Movie spot (30 per cent).But brands like HDFC Life, Kurkure, 7up and Vicco Vajradanti Toothpaste prefer before movie slots.  Food and Beverages shows a slight increase due to Chocon and Kurkure.

Also the difference between the top brand recalled and the others is quite high. The report also highlights that Chocon is the top Brand played in north zone theatres followed by OLX.


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