1:
In numbers
In a world full of distractions, cinema stands out, delivering the highest levels of ad attention of any AV channel.
According to our Centre of Attention study with attention specialists Lumen, cinema ads are watched for 80% of their full duration on average, regardless of whether they’re 30 or 60 seconds long. That’s far beyond any other format measured.
2:
Why does attention matter?
Advertisers have long known that not all impressions are equal. Attention has emerged as a critical metric for understanding:
- The quality of an exposure
- How different media formats perform in comparison
- Where to invest for real-world brand impact
Because attention can be tracked across multiple channels, it acts as a unifying metric, allowing planners to compare apples with apples when building their AV mix.
3:
How we measured it
We partnered with Lumen to gather real-world data from a controlled study:
- Participants aged 16–34 attended a screening at Vue Westfield
- Each wore video glasses that recorded exactly what they were looking at
- Lumen analysts reviewed footage second-by-second to track attention
- Viewability and recall were also measured via post-viewing questionnaires
4:
The results: Cinema leads on attention
Key findings from the research:
- Cinema ads are viewed for 80% of their total length, on average
- This applies to both 30” and 60” formats
- Cinema outperformed all other AV channels in Lumen’s attention benchmark
- 16–34s showed exceptionally high engagement — a vital demographic for many brands