Thakur
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MUMBAI: Movie buffs prefer visiting a cinema for the almost minimal number of advertisements that play during the movie run. Advertisers are still somewhat hesitant of opting for these ads since there is a lack of measurement of these ads. Contrary though according to Group M’s biannual advertising expenditure futures report titled 'This Year Next Year' (TYNY) cinema advertising closed 2014 with a 25 per cent increase.
When asked at what rate he expects cinema advertising to grow for this year, Interactive Television CEO Ajay Mehta says that it will grow at 20 per cent.
Interactive Television specializes in cinema advertising and releases the CAM report. According to Mehta, for the last two - three years cinema has been the second fastest growing medium after the digital. "While digital is on a different growth trajectory, the basic level of cinema in the country is low," says Mehta.
“Even though we are a cinema savvy country, the total cinema spends is less than one per cent, which is even lower than the global average. When you look at global averages there are countries where cinema is hardly part of the consumer’s habit,” he adds.
There are a few reasons why the segment is seeing a growth. Firstly it is because of the low base number, which is increasing today. Secondly, over the last two to three years there has been the phenomenon of “multiplexisation” of the industry, which is getting reflected because of a whole round of consolidation that will continue in 2015. “As players like PVR, INOX, Cinepolis and Carnival get bigger and stronger, the whole consolidation will further aid growth.”
http://www.indiantelevision.com/mam/marketing/cinema-advertising-to-grow-at-20-interactive-television-s-ajay-mehta-150307
When asked at what rate he expects cinema advertising to grow for this year, Interactive Television CEO Ajay Mehta says that it will grow at 20 per cent.
Interactive Television specializes in cinema advertising and releases the CAM report. According to Mehta, for the last two - three years cinema has been the second fastest growing medium after the digital. "While digital is on a different growth trajectory, the basic level of cinema in the country is low," says Mehta.
“Even though we are a cinema savvy country, the total cinema spends is less than one per cent, which is even lower than the global average. When you look at global averages there are countries where cinema is hardly part of the consumer’s habit,” he adds.
There are a few reasons why the segment is seeing a growth. Firstly it is because of the low base number, which is increasing today. Secondly, over the last two to three years there has been the phenomenon of “multiplexisation” of the industry, which is getting reflected because of a whole round of consolidation that will continue in 2015. “As players like PVR, INOX, Cinepolis and Carnival get bigger and stronger, the whole consolidation will further aid growth.”
http://www.indiantelevision.com/mam/marketing/cinema-advertising-to-grow-at-20-interactive-television-s-ajay-mehta-150307
