Cinema Ads to Boost Recall of Marketers’ Major TV Ads

Several major TV events are just around the corner. One report indicates that ads for the upcoming Super Bowl are already sold out. With advertisers committing huge sums to these events, they may be a little nervous about whether they’re getting enough bang for their buck. New research seems to indicate there’s an easy way to extend the reach of advertising following significant TV events.

According to a new study released by Lieberman Research and commissioned by Screenvision, major marketers should consider following up their investment in major event TV ads with cinema advertising. Last year, analysts studied consumer response to advertising they’d seen following Super Bowl XLV. These responses were compared with those of consumers who seen the same advertising but who also had additional exposure in the cinema.  The findings reveal that consumers who saw ads both at home and in the cinema displayed significant recall. Check out these numbers regarding increased recall:

  • Brand Affinity – overall opinion of the brand +41%
  • Brand Awareness +27%
  • Word of Mouth – likelihood of sharing positive opinions +27%
  • Brand Recommendation +13%

In another interesting finding, consumers who saw the ads only in the theater had a 12% higher recall rate than those who saw only the TV spots. The cinema-only group also reported higher ad likeability (+14%) and ad persuasiveness (+21%). Mark Mitchell, Chief Revenue Officer of Screenvision, says "This study clearly demonstrates the unique power of cinema advertising and the role it plays in driving awareness, affinity, positive word of mouth and purchasing intent.”

With numbers like these, it’s clear that marketers will be placing ads in cinemas following this year’s big TV events.

[Source: Big TV Event Ads and In-Cinema Runs. Screenvision​.com. 3 Jan. 2012. Web. 10 Jan. 2012]

 

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-owner of several small businesses in the health care services sector.