Consumers are more likely to consider and choose a brand when exposed to in-cinema advertising, a recent Impact Study found.
TNS, an independent research company, surveyed about 2,000 consumers 16 to 49 in November 2004 in response to the ad community’s desire to learn more about the effectiveness of advertising in Screenvision’s environment. The study tested advertisements from brands across a number of categories, including packaged goods, automotive, consumer electronics, apparel and QSRs.
According to the study, moviegoers who saw in-theatre advertising are 44% more likely to remember the ad than consumers who saw the same ad on TV. Consumers who saw cinema advertising are 70% more likely to correctly identify the advertised brands, the study found.
Cinema advertising, the study shows, has long reaching effects. Nearly half of the consumers surveyed could name specific brands they saw advertised up to one week after seeing commercial at the movies, the study reports. The study also found that 70% of moviegoers find the ads relevant and would like to see them again.
“Our clients are committing ever-increasing dollar amounts to our market leading network and it is our responsibility to demonstrate that the trust of our clients is well placed,” said Matthew Kearney, president and CEO of Screenvision, in a statement. “This groundbreaking study provides tangible evidence of consumers’ strong relationship with advertising in the Screenvision environment and will fuel further demand for our screen time in the future.”
TNS conducted the Impact Study in three phases throughout six markets, including New York, Chicago, Denver, Seattle, Houston and Charlotte. Detailed results from the study will be presented this week by Lauren Zweifler, VP-research & strategy for Screenvision and by Doug Keith, VP-client service for TNS at the Advertising Researching Foundation’s annual convention in New York City.
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