ChocOn the top brand on movie screens: CAM report

MUMBAI: Integrated entertainment and retail marketing company Interactive Television, in collaboration with IPSOS-MEDIA CT released its CAM report for November 2014.

CAM completed 16 rounds of audit with the movie Kill/Dil. With the report one can observe that a total of 270 brands were present in cinema during November 2014 of the audit. Out of these, 38 brands were screened in cinemas for the first time.

Further elaborating about the report, Interactive Television CEO Ajay Mehta said, “This is a growing trend as new brands are able to reach consumers with their differentiated offering through cinema advertising. Food and beverage categories continue to be at the top category present in almost all the screens.”

According to the report, chocolate brand ChocOn has maintained its top position consecutively in the last 11 months. It continues to be the top brand with presence in 4/5th of the screens followed closely by Parle Marie and Manyavar. Also, it continues to be the most recalled brand followed by soft drink brand Pepsi. Though ChocOn has the highest recall, Pepsi has the most effective recall.

New brands like Syska Gadget Secure Insurance, Lumia, and All Clean Wipe etc. tested cinema as an advertising medium for the first time with the movie Kill/Dil.

Food and beverage categories remain almost the same with their spending. Due to the brand Lakme, beauty and personal care category has its presence in 9/10th of the screens.

Another key point that the report observes is spending for accessories, electrical equipments and hardware products which are skewed towards south. Entertainment is equally distributed in north and south and almost all brands are skewed towards west.

The objective of the report is to understand the potential of cinema as a medium of advertising and track how is it moving over time. It examines advertising investments in Indian multiplexes or theatres and offers a comprehensive overview of where the money is flowing in cinema advertising.

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