In-Cinema advertising projected to reach INR 8 bn in 2020: FICCI-EY report
By Bhawana Anand - April 01, 2020
The long-term advertising deals, customized solutions and on-ground activation campaigns are likely to boost the revenue
According to FICCI-EY ‘s Media & Entertainment 2019 report, In-Cinema advertising has grown marginally in 2019 to reach INR7.7 billion and it is estimated to touch INR 8 billion in 2020. The report states that In-cinema advertising maintained its revenues, while physical revenues continued to fall. In 2019, the duration of on-screen cinema advertising has grown to up to 17-20 minutes per show wherein aggregators have managed over 70% of screens for advertising purposes.
The report highlights that multiplexes and advertising aggregators have started signing long-term deals with brands in comparison with earlier where brands would opt for weekly deals and extend deals depending on the success of the film, but now the brands are open to entering into 12-week deals leading to higher utilization.
Further, multiplexes are developing customized solutions and on-ground activation campaigns for brands which is boosting its revenue.
However, the report also clearly mentions that predictions may vary due to the impact of Coronavirus impact on the Media & Entertainment industry.