42% of viewers say cinema adverts affect their buy choice: GroupM

GroupM, WPP’s media funding group in India, has launched its newest report, “Profiling Cinemagoers”, which explores cinema viewing habits and their influence on  client behaviour throughout 5 key metropolitan cities: Bengaluru, Delhi, Pune, Mumbai, and  Hyderabad. The research, carried out with a consultant pattern of 1,075 people aged 18-44, affords insights into the shifting position of cinema as an leisure and promoting medium.  

The findings uncover intriguing cinema viewership developments, showcasing viewers behaviours. Heavy viewers, watching 4+ films month-to-month, symbolize 23% of respondents and emerge as probably the most engaged section. Medium Viewers, who watch 2-3 films per thirty days, dominate the panorama at 57%, whereas Gentle Viewers, averaging 1 film per thirty days, account for the  remaining 20%. This segmentation highlights the various consumption patterns throughout the cinema  viewers, providing precious alternatives for focused engagement.  

On common, folks watch 18 films yearly, with males outpacing over ladies, pointing to a  gender hole in viewership. Almost 1 / 4 of audiences benefit from the pleasure of first day, first present screenings, whereas 42% watching films on the discharge day. Night screenings stay the  best choice, and cinema continues to be a social exercise for many, with 75% watching with household  and associates, whereas some additionally get pleasure from it with colleagues, companions, and even alone. 

Powered by ProCAT, a web-based platform that gives data-driven insights on cinema  audiences, the report permits manufacturers and advertisers to make knowledgeable choices for focused marketing campaign planning. 

Ajay Mehta, managing director, cinema, OOH, and experiential advertising and marketing at GroupM, India,  stated, “Cinema is not only an leisure platform however a strong medium for connecting with  audiences. This report underscores the relevance of cinema as a thriving leisure and  promoting platform. With 42% of viewers acknowledging the affect of cinema adverts on their  buy choices, it’s clear that the silver display holds immense potential for significant  client engagement. By understanding viewers behaviour and preferences, we will empower advertisers to create impactful campaigns that resonate with cinema-goers and drive significant  client engagement.” 

Siddharth Bhardwaj, CEO of UFO Moviez India, added, With 858 million footfalls and a Gross  Field Workplace Assortment (GBOC) of Rs. 12.38 billion, cinema has emerged as a strong driver of the ‘out-of-home financial system’. At UFO, data-driven methods are on the coronary heart of our choices. Our  platform, ProCAT, gives manufacturers and advertisers with unparalleled insights into Indian cinema  footfall developments, enabling exact marketing campaign planning and efficiency analysis. By leveraging  historic knowledge, assured footfalls, and predictive admissions, advertisers can design extremely  focused campaigns that captivate audiences in an immersive setting, maximising  engagement and making certain a assured return on funding.” 

2024 Overview of Cinema Trade Developments: 

The 12 months 24’ revealed fascinating dynamics: 

1. Breaking Language Obstacles: South Indian blockbusters like Pushpa 2 and Kalki achieved  increased collections in Hindi-speaking markets in comparison with their unique language variations. As an example, Pushpa 2 dominated the field workplace with Rs. 12.69B GBOC and 65M footfalls.

2. Success With out Khans: Regardless of the absence of celebrity blockbusters like 2023’s  Pathaan and Jawan, the business maintained comparable field workplace collections and  admissions. 

3. Content material Is King: Regional movies just like the Telugu Hanuman and Tamil Amaran entered the  high field workplace charts, incomes Rs. 300 crore+ every. 

4. Performing Markets: Bangalore persistently led in field workplace income (Rs. 28.6B) and (45M)  footfalls, adopted by Hyderabad and Chennai. Kerala recorded a 20% progress in collections  on account of content-driven hits like Manjummel Boyz and Avesham

Kerala confirmed over 20% enhance in field workplace collections. Andhra Pradesh and Telangana exhibited increased affinity for cinema relative to their inhabitants base. Bangalore and Hyderabad emerged as  high contributors to gross field workplace collections. Mumbai and Chennai continued to have  disproportionately excessive percentages of movie-goers.

Gross Field Workplace (2024): Rs. 123B. Complete Footfalls: 857M. Screens: 10,271. Common Ticket Value: Rs. 145. Month with Highest Footfall: December 2024 (97M footfalls, Rs. 1,746 cr BO). 

Movies like Pushpa 2 (Telugu) recorded a Rs. 7.5B opening week, with 34.3M footfalls and showings  throughout a number of languages, together with Hindi. December 2024 had the best whole viewing hours: 2.14B hours spent in theatres.  The very best ticket value reached Rs. 2,500.


Written with the View : afaqs