Cinema Effectiveness
Below is a snapshot of how cinema can be effective. For further details search our research case studies or contact our reseach department.
Cinema can add incremental reach onto a multimedia campaign
For Aviva, cinema helped their TV campaign work harder by increasing consideration to take up insurance from 69% to 78%
For a recent FMCG brand, by shifting just over 10% of their TV spend to cinema, they increased their cover by 4%!
The single task environment equals deep message out-take
Cinema generated considerable depth of recall for Butlins’ sponsorship of Odeon Kids – 97% of those aware of the cinema ad accurately recalled something about it
Lloyds: cinema exposure lead to better understanding of their advertising message by 15% and promoted positive feelings of the Lloyds brand by 10% over and above other media
Creates a dual-viewing experience which fosters talkability
Half of those who saw the Butlins ad discussed it with their child, furthermore the majority of conversations had a degree of pester power, with 63% agreeing their kids tried to persuade them to go to Butlins.
Cinema drives ad recognition, appeal and motivation
Cinema exposure improved stand out and appeal of a Lloyds TSB’s ad:
- Stand out improved from 61% to 77%
- Appeal from 41% to 45% on cinema vs their ad tracker reading.
Cinema increased consideration to use Lloyds TSB as a first choice by 10%
Cinema delivers low ad avoidance and high engagement
Cinema has the lowest volume of ad avoiders across all media, with only 8% avoiding advertising at the cinema. Looking at this figure in the context of TV (44%), newspapers (68%), magazines (61%), DM (52%) and even radio (16%), cinema is the clear front runner.
