1:
Introduction
In a competitive market where price perception matters, the media channels you choose can influence how much consumers are willing to pay.
Our latest research, Maximising Price: The Role of Media, reveals that advertising in cinema significantly increases perceived brand value, more so than any other AV channel tested.
+10-14%
price premium for cinema ads (vs. average across all media tested)
2:
The experiment:
How we measured perceived value To test how different media environments shape price perceptions, we created a fictional brand - TIXE - and introduced it to people in one of nine different media contexts. We asked how much they’d be willing to pay for it, then analysed the results using the Van Westendorp Price Sensitivity Meter to calculate optimal price points across channels.
Good value
At what price would you consider Tixe to be a reasonable price - a great buy for the money?
Too cheap
At what price would Tixe be too cheap and you would feel the quality isn't very good?
Expensive
At what price would you consider Tixe to be a reasonable price - a great buy for the money?
Too expensive
At what price would Tixe be too cheap and feel the quality isn't very good?
3:
Cinema drives the highest price perception
The results are clear: Cinema had the strongest impact on perceived brand value.
- Mobile network brand: Cinema created a 10% uplift in optimal price
- Laundry detergent brand: Cinema created a 14% uplift
These were the highest scores across all nine media environments, showing that audiences equate cinema with quality.
4:
Why context matters when it comes to price
Not all media impressions are equal.
Where your ad appears shapes how people perceive your brand, and what they’re willing to pay for it.
Cinema’s high-quality, distraction-free environment creates a halo effect that reinforces brand quality, trust, and value - even when the product itself is brand new.
5:
Real-world proof from live campaigns
While our study was conducted using a fictional brand, our brand uplift database of real world campaigns run over the last 8 years demonstrates how influential cinema can be when looking to drive perceptions around ‘quality’ and ‘value for money’.
Exposure to a brand's ad in cinema delivers an uplift of 21-22% on these key metrics.
+21%
in 'Value for Money' perception
+22%
in 'Brand Quality' perception