1:
Launch, Land, Impact
In the fourth edition of our Building Box Office Brands series, created in partnership with independent insight and strategy agency Differentology, our study explores the different roles that AV media play in the lives of young people and how cinema enables brands to launch and successfully land their messages.
2:
The only fully active AV channel
When it comes to how young people engage with media, intent matters. Different AV channels are often chosen with either:
- Active intent (planning to focus and engage), or
- Inactive intent (background viewing, passive consumption)
Cinema occupies a unique position within the AV mix as the only full ‘active’ channel – it’s a destination where 16–34s have actively planned to pay attention. That’s why it’s uniquely positioned to help brands:
- Launch messages with impact
- Land emotionally resonant campaigns
- Reach audiences in a distraction-free environment
3:
Land your message
Cinema
Fill Time
30%
Background Viewing
26%
Comforting
18%
Live TV
Fill Time
30%
Background Viewing
26%
Comforting
18%
BVOD
Fill Time
30%
Background Viewing
26%
Comforting
18%
YouTube
Fill Time
30%
Background Viewing
26%
Comforting
17%
Social
Fill Time
30%
Background Viewing
26%
Comforting
18%
4:
Trusted, premium, and brand-building
16-34s rank cinema above all other AV channels when it comes to: premium experience, trustworthiness of ads, and positive brand associations. Cinema ads benefit from a powerful halo effect — helping young audiences feel more positive about the brands they see on screen.
Premium experience
Trustworthy ads
Brand positivity
5:
Real brand impact
A meta-analysis of brand uplift studies confirms what planners suspect: cinema drives significant results with younger audiences. The emotional and immersive nature of the experience translates into significant brand gains across awareness, consideration, and preference.
+32%
uplift in spontaneous awareness
+60%
uplfit in brand favourability
+11%
uplift in purchase intent