Interactive Television introduces CAM for brands in India

Interactive Television (A WPP Group company), the cinema advertising company that works with over 9,000 screens across India, has announced the launch of a third-party monitoring tool – Cinema Audit Monitoring (CAM). Being carried out in collaboration with IPSOS-MEDIA CT, the monitoring is carried out in top eight cities covering 200 screens that contribute approximately 70 per cent of the cinema ADEX in a given week. The selected screens include key multiplex chains such as PVR, Big Cinema, Cinemax, Inox, Fame, Fun, DT, SPI and Wave Cinemas.

Ajay Mehta, founder & CEO, Interactive Television, said, “Interactive’s proprietary tool CAM is a game changer for brands investing in cinema advertising in India. The results of the monthly audit will help our existing and potential clients recognize the growth opportunities for their brands whilst choosing cinema as an advertising medium. With this audit, we aim to provide transparency and visibility to our set of clients to assist them in result oriented media planning and buying.”

According to the official statement issued, the domestic theatrical segment grew at a CAGR of 23.8 per cent Y-o-Y contributing 76 per cent to the Rs 112.4 billion film industry and it is expected to continue its growth trajectory and be worth Rs 193.3 billion by 2017. Cinema advertising in India varies between Rs 200-250 crore, which is less than one per cent of the ADEX of overall media spends.

The findings of the first round of monitoring, which was conducted in August 2013, is already out. This report captures all the brand ads screened before the movie and during the interval. It also includes the order in which they were played. The report also highlights the product categories, top spenders and their presence across eight cities. CAM’s August 2013 report indicates that the F&B category is leading in cinema, followed by personal care.