Since claimed recognition can be unreliable, isolating the effect of cinema is key.

Cinemagoers were isolated according to the films they had seen where exposure to the on screen advertising had happened.

40% of people who had not been exposed to the ad on cinema could remember seeing the ad compared to 54% or people who were exposed to the ad at cinema. This is increased to 56% with multiple exposure.

Fig 1: Recognition amongst ABC1 18-34

Source: DCM/Hall & Partners 2009. Base - sample (excluding cinema boost) ABC1, 18-34. QRU10: Ad recognition – Have you seen this ad recently?

NB. Cinema has been isolated to track actual exposure to the ad by looking at a list of confirmed films they’ve seen and not claimed exposure.