ITV

Tag: IPSOS-MEDIA CT

  • Major rise in spending of consumer durables category: CAM report

    Major rise in spending of consumer durables category: CAM report

    MUMBAI: Integrated entertainment and retail marketing company Interactive Television, in collaboration with IPSOS-MEDIA CT, released its CAM report for December 2014. The detailed trends and tracker are for the movie PK.

     

    The highlights are as follows:

     

    With 415, there were a high number of brands active on cinema in the last 17 rounds of CAM. This is also the first time that CAM has observed a high number of national brands being present on cinema. A total of 106 new brands tested cinema as an advertising medium for the first time with the movie PK during the month of December 2014. There has been a 54 per cent increase in number of brands active on cinema with the movie PK in December as compared to the CAM round held in November. There has been a major increase in spending of consumer durables category from 32 per cent in November to 85 per cent in December.

     

    A maximum number of 7402 spots played with PK which was Bollywood’s highest grossing film of all time. In the automobile category it increased from18 per cent in November to 71 per cent in December 2014. Finally for the travel accessories category, spending increased from 4 per cent in November to 68 per cent in December 2014.

     

    Choc On has been number one brand on cinema for the last one year. Manyavar garments increased its spending and surpassed Choc on to become number one brand during the December CAM Round. Interestingly the second spot among the top brands is equally distributed among four brands namely; Chocon, High Sierra, Kotak Mahindra Bank and Syska LED Lights at par with 59 per cent.

     

    Olx has a 19 per cent higher brand recall than Choc on with 13 per cent in spite of screen presence of Choc On with 118 screens being more than Olx, which had 86 screens. It was also noticed that the majority of top spenders play 30 seconds ad on cinema. Food and beverage continues to be the top category on cinema in the last one year and has emerged as a biggest spender on this medium.

     

  • ChocOn the top brand on movie screens: CAM report

    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.