By A Correspondent
WPP’s Interactive Television has launched ‘Buzz index’, a buzz measuring tool to help advertisers make informed decisions for cinema advertising. With the launch of Buzz Index, Interactive Television is aiming to measure and identify film stars and films apart from the obvious ones, that are capturing the imagination of its audiences and are generating a healthy pre-release buzz.
After combining information from all the data points mentioned above, Buzz Index will arrive at a benchmark score once the model for the index is run through Interactive’s Movie Buzz Database (2015 and updated yearly). All new releases will automatically be compared to the indexed number of 100 which is the average score or the Gold Standard for all films, primarily films that have done more than 100 crores at the box office. A film’s Buzz Index will be calculated regularly – (Week 1) 31 days before the film release, (Week-2) 24 days before the film release, (Week-3) 17 days before the Movie release and (Week-4) 10 days prior to the release.
Said Ajay Mehta, CEO of Interactive Television: “We at Interactive also want to change the way cinema advertising is bought and sold in the country. Currently, cinema advertising peaks around 10-12 blockbuster movies and in the absence of any measure of a film’s buzz, advertisers miss out on movies which are being talked about by their consumers. Buzz Index aims to change that so that even a small movie which is creating buzz and has a possibility of opening well should come up on the radar of the advertiser. With the launch of the Buzz Index, we want to make cinema advertising data driven rather than based on subjectivities. We aim to broad base the number of movies which can attract advertisers… Buzz Index is our second initiative in this direction after CAM and we will be launching a lot more such initiatives in the near future to ensure that cinema advertising is transparent and accountable by being data driven and tech enabled.â€