Interactive television-IPSOS Media launch tool to audit ad potential

The screens selected for audit include PVR, Big Cinema, Cinemax, Inox, Fame, Fun, DT, SPI & Wave Cinemas

Cinema advertising company, Interactive Television and IPSOS-Media, on Thursday launched a third party monitoring tool to audit and measure advertisement potential across cinema halls in the country.

"Cinema Audit Monitoring, as the tool is named,  is being carried out in top 8 cities covering 200 screens which contribute approximately 70% of the cinema ADEX in a given week”, the company said in a release.

The selected screens include PVR, Big Cinema, Cinemax, Inox, Fame, Fun, DT, SPI and Wave Cinemas”, Interactive Television said in a press release.

India’s film entertainment industry is currently the largest in the world in terms of the number of films produced and theatrical admissions according to various estimates.

“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” Ajay Mehta, founder & CEO, Interactive Television said.

Currently, advertisements in the cinema industry vary between Rs 200-250 crore and experts have cited the lack of a monitoring system to measure the potential of the medium for the low investments in advertisement in the sector.