More marketers may soon be looking into cinema-based advertising. Who can blame them? Audiences are primed to enjoy a movie and, apparently, their good mood also makes them good prospects for advertisers.
NCM Media Networks is the latest company to study the unique biometrics of consumers in the cinema environment. The research compared consumer recall of theater-based ads with those seen in popular TV sitcoms. The firm’s research was summarized in the report, “Measuring the Magic of the Movies: The Emotional Impact of Moviegoing on In-Cinema Advertising.”
Researchers found that in-cinema advertising raised recall by as much as 75% when compared to TV. In the theater, consumers were engaged 3.5 times longer than they were in their living rooms when watching ad content. This increased engagement and recall is linked to the ‘improved emotional journey’ that the theater experience provides. The theater experience includes the larger than life screen and surround sound, both of which contribute to the “magic of the movies”.
Cliff Marks, president of sales and marketing with NCM Media Networks says that marketers should keep in mind that advertising via TV or cinema is not an either-or choice. Marketers who combine the media platforms in their campaigns stand to gain the greatest lift. Based on this data, more marketers may be looking into cinema advertising to tap into consumers’ unconscious emotional responses.[Source: Measure the Magic of the Movies. Media Networks. 27 Feb. 2012. Web. 15 Mar. 2012]