‘Centre of Attention’ wins Research Effectiveness Award at the 2024 Adwanted Media Research Awards

    Author Mia Blakeney

DCM’s ‘Centre of Attention’ research piece has won the Research Effectiveness Award – budgets under £50,000 at the Adwanted Media Research Awards 2024.

The Adwanted Media Research Awards recognise and celebrate the organisations and people that are driving innovation and development in UK media research. The Research Effectiveness Award – budgets under £50,000 focuses on evaluating the business impact of research, the return on the original research investment, be it increased sales, awareness, customer satisfaction or successful new launches, whilst demonstrating innovation.

‘Centre of Attention’ is the fifth edition of DCM’s industry-leading Building Box Office Brands series. Created in partnership with industry-leading specialists Lumen, the study highlights the attention people pay to ads at the cinema, and importantly how this compares to other AV channels. Our comprehensive research proved cinema delivers the ultimate advertising viewing experience, with incomparable attention levels.

Our research demonstrated that cinema is really the standout medium when it comes to this – on average 24 seconds of a 30” ad are watched (versus 14 seconds for a TV ad), and 48 seconds of a 60” ad.

Since the launch of this piece of research in July 2022, it has changed the game for cinema, and people are now paying the medium more attention than ever before. We are incredibly proud to win this Research Effectiveness Award and celebrate the work that has gone into creating this research piece.

Find out more and view the full list of winners.

Discover more about ‘Centre of Attention’.