Currency launched to measure ad schedule in Cinema

Qube Cinema Network (QCN), a leading technology developer and enabler for the entertainment industry and the only DCI compliant technology Indian company has launched a currency to measure cinema schedules in the same language as for TV and print, based on the findings of Nielsen report. Estimates the value an advertiser gets in a 2-week, 4-week burst and so on.

QCN comprises a national network of nearly 900 digitally-enabled cinema screens where it has exclusive advertising rights. It commissioned The Nielsen Company to conduct a study in the state of Tamil Nadu on the impact of advertising in cinema. QCN retained Aqumena Marketing Services to conceptualise the study and derive a currency to measure the reach and frequency of specific cinema advertising schedules.

Qube Cinema Network (QCN), with the growing variety of viewing options available on television, audiences are fragmenting. Because of exploding ad clutter levels, threshold levels to achieve minimum impact on TV are rising every day.

Though television is a cost-effective medium to reach out to audiences, in the absence of accountable alternatives until now, the excess spends on television have been climbing. Consider Tamil Nadu, which is a key market for most national brands. In a typical advertising plan that pumps Rs 50 lakhs a month into leading TV channels in Tamil Nadu, it is estimated that 40-50% of the viewers may not get enough exposure (effective reach) to the ad whereas a further 15-20% could end up getting too much.

The best results in advertising are achieved by using multiple media in tandem. Thus far, press and TV planning were done using scientific currencies while cinema planning was mainly a gut-feel affair. The launch of the new currency takes the gut-feel out of cinema planning. Scientific use of the media multiplier effect has also been brought one step closer.