| Date | |
|---|---|
| Author | Mia Blakeney |
DCM's 'Maximising Price: How Cinema Delivers Commercial Success for Brands' research piece has been awarded Best Custom Media Research Project - Media Owner at the 2026 Adwanted Media Research Awards.
Conducted in partnership with research agency everyday people, the study details cinema’s power to enhance brand value perception and drive financial success in today’s high-stakes pricing landscape. By isolating the effect of media channel choice on price perceptions of a brand, the research proved that a brand’s media channel choice can significantly improve the ‘optimal price’ consumers are willing to pay for the product. Cinema performed the highest of all channels, delivering a +14% higher ‘optimal price’ vs. the all-channel average.
“The industry narrative has often been about how advertising influences price perceptions, however our research with DCM highlights that the role of media needs to be included in this conversation. The study clearly demonstrates that context matters, and if marketers want to optimise their impact on price perceptions, they need to think of the context the advertising is seen in as well as the impact of creative messaging” said Andrew Tenzer, Co-Founder of everyday people.
Read more about DCM's 'Maximising Price: How Cinema Delivers Commercial Success for Brands' research piece here.
The Adwanted Media Research Awards recognise and celebrate the organisations and people that are driving innovation and development in UK media research.
View the full list of nominees and winners here.
DCM’s ‘Centre of Attention’ research piece won the Research Effectiveness Award – budgets under £50,000 at the 2024 Adwanted Media Research Awards, which you can read more about here.