Mumbai, December 14th, 2017: ESP Properties- the sports and entertainment programming specialist arm of GroupM, released the first edition of the entertainment marketing report Showbiz, The Indian Superpower. Segmented into three parts - film marketing, the celebrity aspect and content licensing - the first edition of the Showbiz report includes viewpoints of those who work to maximize brand value through film promotions.
The film entertainment industry is growing at 10% year on year in terms of the number of films released. This opens numerous marketing opportunities for brands through alliances and content licensing. In India, marketing budgets for films have grown from 5-6% of production budget, to 10-15%, which is closer to the global average. 20% of films released include brand associations, where brands also share a part of the marketing budget. There is close to 56 hours of entertainment promotion films playing cumulatively through the day across channels. Today producers are working closely with agency partners that help them achieve their marketing objectives efficiently, and drive footfalls into the theatres.
Vinit Karnik, Business Head, ESP Properties said, “The film entertainment industry is an integral part of India’s marketing landscape and drives revenue for film production and exhibition. Traditional film studios and production houses now increasingly rely on advertising and digital media interaction, coupled with research, data analytics and innovation to market movies. At ESP Properties, we bring our client brands and movie marketing together to engage an audience that is spoilt for choice with 1000 movies released every year. Targeted marketing to the consumer has therefore become critical, and this report will give brands and film producers some insights into movie marketing in a media landscape that is so disruptive.”
India, as a nation, attracts a large film audience, given the popularity of the medium. As the film market grows, the audience too has moved from linear, one dimensional advertising to a multi- channel and interactive dialogue with the film and brand communities. To create deeper engagement with the audience, brands and producers are exploring content licensing as an avenue to bring film characters and storylines into true life experiences. In India content licensing is growing at 7.4% year on year, which a higher than developed markets like the USA, UK and Canada (source: The top 150 Global Licensors report, License Global 2017)
Another data point that the ESP entertainment report brings out is on Celebrity endorsers. In the last 10 years, 25% of brand advertising on television feature a famous face. While we have seen peaks in ad creatives with celebrities during the summer and festive seasons, this trend is fast moving with the influx of digital avenues. And we see celebrities playing the role of active influencer to the brands rather than just endorsing them.
As cinema remains the No.1 choice of entertainment in the country, the ESP Properties the entertainment marketing report is brief glimpse of the trends, ideas and insights into what will drive the industry.
About ESP Properties:
ESP Properties, part of WPP’s GroupM, is dedicated to helping rights-holders from the worlds of sports and entertainment take advantage of digital and data driven changes in the media landscape. Their tailored offering is designed to have the greatest impact on rights-holders’ revenues. ESP Properties’ mission is to help rights-holders unlock greater value from their audiences and brand partnerships by providing a single point of entry into WPP’s global resources, and access to the world’s largest brands that are looking for premium opportunities in sports and entertainment.
GroupM is the leading global media investment management company for WPP’s media agencies including Mindshare, MediaCom, Wavemaker, Motivator, Essence and m/SIX, and the outcomes-driven programmatic audience company, Xaxis. Responsible for more than US $108B in annual media investment by some of the world’s largest advertisers, GroupM agencies deliver an advantage to clients with unrivaled insights into media marketplaces and consumer audiences. GroupM enables its agencies and clients with trading expertise, data, technology and an array of specialty services including addressable TV, content and sports. GroupM works closely with WPP’s data investment management group, Kantar, and together they account for almost 50% of WPP’s group revenues of more than US $19B. GroupM delivers unrivaled marketplace advantage to its clients, stakeholders and people.
Discover more about GroupM at www.groupm.com
Follow @GroupMIndia on Twitter
Follow GroupM on LinkedIn - https://www.linkedin.com/company/groupm
For media information, please contact:
Email: email@example.com Mobile: +919819838566
Anuja Rane / Komal Lath
+ (91) 9820536971/ 9819606441