With all of the buzz about digital advertising, it’s sometimes easy to overlook the impact of traditional media. Cinema operator NCM Media Networks, along with Nielsen IAG, recently measured the separate and combined effects of TV and cinema ads. Their results show that a good cinema campaign can boost the effectiveness of TV.
In this study, analysts reviewed1,350 ads and 29 product categories. The measured impact included General Recall, Brand Recall, Message Recall and Likeability. This information was collected from consumers who had seen ads both in theaters and on TV.
When cinema is considered alone, researchers found that it scores higher than TV with respect to Recall and Likeability. The numbers improve significantly when TV is combined with cinema:
- Brand Recall 65%
- Message Recall 94%
- Likeability 79%
Better numbers were reflected across all product categories when these two forms of advertising are combined. However, a couple of data points really stand out. CPG products enjoyed a 112% increase in Message Recall. The insurance category also experienced “triple digit increases in both Message Recall and Likeability.”
Doug Pulick, senior vice president, Strategic Insight and Analytics with NCM Media Networks, emphasizes that marketers can get more for their money by having ‘the same ad running in tandem on both media.’ Enterprises can save on creative costs and use that savings to expand their media footprint to make a bigger impact on consumers.
Analysts are reminding marketers that consumers ‘watch’ TV but they ‘go’ to the movies. That behavior delivers an audience in the mindset to be entertained. Movie goers are less likely to multitask in the cinema and they can’t skip through the ads.
To learn more about Movie Goers, check out the Audience Interests & Intent report available at the Research Store on ad-ology.com.[Source: Nielsen IAG Data study. Ncm.com. 26 Nov. 2012. Web. 3 Dec. 2012]