More Marketers to Use Cinema, Big Event TV to Strengthen Brand

Marketers have been gradually adding cinema to their advertising mix. In 2009, this media format recorded over $580 million in revenue and was on track to grow in 2010 and 2011. National, regional and local advertisers in categories like automotive, entertainment, retail, travel and wireless have been strong performers for cinema cmedia space providers. A new study shows that brands have plenty to gain when coordinating ad releases on Big Event TV and cinema.

The Liberman Research Group found that when consumers were exposed to ads on Big Event TV – think the Superbowl or the Oscars – and then also saw the ads at the cinema, recall rates rose. Specifically, moviegoers exhibited the following behaviors:

  • 55% higher Purchase Intent
  • 42% higher Brand Affinity

This study also revealed interesting statistics for marketers who are considering where to spend their ad budgets:

  • Moviegoers tend to be a bit younger, average age of 35, than Big Event TV viewers
  • About 26% of moviegoers watched cinema ads but did not watch the Big Event TV programs

These findings indicate that cinema advertising alone can research a unique audience. And when used in conjunction with Big Event TV advertising, the return on investment is significant. Michael Chico, Executive Vice President, Sales, Marketing & Research, Screenvision, the company which sponsored the research, notes, “The results clearly demonstrate that consumers bond with brands they see advertised in cinema, which drives consideration and purchase intent, leading to increased brand trial and loyalty."

[Sources: National and regional cinema advertising. Cinemaadcouncil​.org. 7 Jun. 2010. Web. 5 Feb. 2011; Screenvision Study Proves Value to Advertisers. 1 Feb. 2011. Web. 8 Feb. 2011] 
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.