2. AGENDA
AGENDA
Our research focus
The tool box
ROI database
Arguments towards the market
Communication & Publicity

3. THE MARKET
REQUIRES
DOCUMENTATION

4. WE HAVE ACCESS TO HEAVY RESEARCH TOOLS
Focus on in-house research
• DRF Film Monitor
• Knowledge about the cinema audience
• Online Panel
• Panel of 10.000 moviegoers
• TNS Gallup: Index DK, TV-meter, Adfacts
• Consumer behavior research
• Evidence of spending and competitor monitoring
• TV viewing figures, Program Analysis etc.
• Gemius Explorer
• Research of Internet users
• Interviewer
•For our cinema foyer test
• SPSS
• IBM Software used for survey authoring and statistical analysis

5. BioKarma Analysis
COVERAGE INCREASES BY
COMBINING TELEVISION
AND CINEMA

6. BACKGROUND
FOR BIOKARMA
IN THE CINEMA
YOU CATCH THE PEOPLE
YOU DON’T CATCH ON TV!
Source: Index DK HH 2011

7. THE HYPOTHESIS:
For the same media budget you can
achieve a higher coverage by
combining cinema and television

8. LET ME GIVE YOU AN
EXAMPLE
General campaign:
Campaign size: 350 TRP
Week: 10-12, 2011
Targetgroup: P15-39
Chanel split – average 2011:
TV2: 41%
MTG: 37%
SBS: 22%

9. 3 WEEKS ON THE BIG SCREEN
GENERATES 12% ON NET COVERAGE

10. FOCUS ON SALES MODELING
RETURN ON INVESTMENT
AT THE CINEMA

11. HOW TO CALCULATE ROI?
ROI =
Sales boost
Investment

12. Even for the same budget cinema has the best ROI
Ohal/MEC, September 2011

13. BACKGROUND
AND METHOD
Salesmodelling based on
• Response data (SuperGros, SuperBest,
Spar, Kiwi)
• Trade activity
• Media and communication
• External factors

14. CINEMA AS THE MAIN MEDIUM
HARIBO CLAIMS MOVIE UNIVERSE
TV
Kino.dk
Sponsorater online
Bio events+ Kino.dk
foyer spot magasin
POS i butik Biografen Sampling
Co-
promotions Outdoor
Product
Haribo.dk placement
Facebook

15. MEDIA MIX OF HARIBO 2008-10
HARIBO CLAIMS MOVIE UNIVERSE
Newspaper – Movie section

16. RETURN ON INVESTMENT
Spending share for Haribo

17. CINEMA IS LEADING IN
COST EFFICIENCY
Cinema TV Outdoor

18. ALLOCATING BUDGET FROM CINEMA TO TV
CAUSED A 4% DECREASE IN SALES!
800K MOVED FROM CINEMA TO TV CREATE A LOWER ROI ON THE SAME BUDGET

19. ALLOCATING BUDGET FROM CINEMA TO TV
CAUSED A 4% DECREASE IN SALES!
800K MOVED FROM CINEMA TO TV CREATE A LOWER ROI ON THE SAME BUDGET

20. ALLOCATING BUDGET FROM CINEMA TO TV
CAUSED A 4% DECREASE IN SALES!
800K MOVED FROM CINEMA TO TV CREATE A LOWER ROI ON THE SAME BUDGET

21. ALLOCATING BUDGET FROM CINEMA TO TV
CAUSED A 4% DECREASE IN SALES!
800K MOVED FROM CINEMA TO TV CREATE A LOWER ROI ON THE SAME BUDGET

22. ALLOCATING BUDGET FROM CINEMA TO TV
CAUSED A 4% DECREASE IN SALES!
800K MOVED FROM CINEMA TO TV CREATE A LOWER ROI ON THE SAME BUDGET
Estimated add. sales: DKK 37 mio.

23. ALLOCATING BUDGET FROM CINEMA TO TV
CAUSED A 4% DECREASE IN SALES!
800K MOVED FROM CINEMA TO TV CREATE A LOWER ROI ON THE SAME BUDGET
Estimated add. sales: DKK 37 mio.
ROI from the investments: 5,1

24. ALLOCATING BUDGET FROM CINEMA TO TV
CAUSED A 4% DECREASE IN SALES!
800K MOVED FROM CINEMA TO TV CREATE A LOWER ROI ON THE SAME BUDGET
Estimated add. sales: DKK 37 mio.
ROI from the investments: 5,1
Allocation from cinema to TV
create a lower ROI for HARIBO!

25. THE CONCLUSION
FOR HARIBO
< REDUCE
>
INCREASE

26. The cinema supports the media plan
Marketing Clinic, september 2011

27. BACKGROUND
AND METHOD
The market:
• Coca-Cola is in a market with enormous price
competition
• Media budgets have been declining due to competition
The focus:
• Return on Investment
• Decomposition of the sales
• Identifying the long-term effects of television and
cinema advertising
• Models for optimizing the marketing of Coca-Cola

28. THE PRICE COMPETITION
IS REALLY TOUGH
Average price of 1 liter

29. DECOMPOSITION OF SALES
Base sales
83%
Cinema TV Promotion
2% 3% effects
12%

30. CINEMA IS THE BEST
DESPITE PRICE
COMPETITION
The levels are satisfactory because of a sales structure
where approx. 65% of sales is on special offer

31. CINEMA INCREASES SALES IN BOTH THE SHORT
AND LONG TERM
Soft drink: Carlsberg Sport 2011

32. COLLABORATION ON SALES MODELING
FOR CINEMA

33. THE PURPOSE IS
TO SEE THE EFFECT
OF CINEMA ON THE MEDIA
PLAN

34. SIGNIFICANTS VARIABLES
AFFECTING SALES
Significant drivers Effect
Season & Calender +/-
Distribution +
Deals newspapers +
Price & Promotion +
TV +
Cinema +
Internet +
Radio +
Competitors media -
Competitors deals newspapers -
Competitors distibution -
Source: BrandScience jan. 2011.

35. MEDIA AFFECTS 11 % OF SALES
Source: BrandScience jan. 2011.
Decomposition period: 2008 week 1 to 2010 week 47

36. THE CAMPAIGN IS CONTINUOUS IN CINEMA
Wasp The commercial has been
Penguin abridged
Squirrel
Source: BrandScience jan. 2011. The cinema campaign has largely remained at the same time with the big TV campaign.

37. CINEMA IS THE STRONGEST
MEDIUM TO BOOST SALES!

38. Comment
FROM THE MEDIA AGENCY
" Through this sales modeling, we have measured in recent years
the strong ability of cinema advertising to generate
increased sales for Carlsberg Sport.
In this sales modeling we also found that
cinema advertising contributed the most positive
"
to the revenue for Carlsberg Sport during this period.
Rikke Grønlund
Media Director, PHD Denmark A/S

39. Comment
FROM THE ADVERTISER
”It has been important for us to uncover the effect on sales of each specific medium in the media plan. We have
seen this very clearly in the actual sales modeling case.
It is very interesting to see, how the impact has been the last year,
and cinema has separated itself positively from the other media with a higher ROI.
Cinema is a unique medium which not only contributes to the quality
of exposure but can also increase sales on short and long term. ”
Rasmus Bendtsen
Brand Manager, Carlsberg Danmark A/S

40. CONCLUSION
• Carlsberg Sport has particular chosen cinema because of the good audience segment match, the high quality
of exposure and the ability to execute a continuous campaign strategy
• But Cinema has also been able to create sales
• Cinema delivers an excellent result as the medium that achieves the highest ROI: as much as 33% better
than average
• Cinema is therefore the most cost effective media investment for Carlsberg Sport

41. CONTACT INFO
Rasmus B. Andersen
Head of Research
ra@drf.dk
Telephone: +45 33 32 54 00
Mobile: +45 29 39 93 11
Direct: +45 36 18 93 40
DANSK REKLAME FILM
Mosedalvej 14
2500 Valby
DENMARK
WWW.DRF.DK