SlideShare ist ein Scribd-Unternehmen logo
1 von 3
Downloaden Sie, um offline zu lesen
© Millward Brown March 2009What does cinema advertising add to a campaign? 1
What does cinema advertising add to a
campaign?
The cinema offers a good opportunity to reach a younger audience across the
globe. The “cinema experience”, with its shared nature, tends to lead to greater
attention being paid to advertising, making it more memorable, so cinema ads
can boost the impact of a TV campaign. However, not all advertising works well
in the cinema, and the best ads tend to reflect the cinema-goer’s desire for es-
capism, fantasy and entertainment.
K N O W L E D G E P O I N T K N O W L E D G E P O I N T K N O W L E D G E P O I N T K N O W L E D G E P O I N T
An opportunity to reach consumers
Globally, the cinema represents a good opportunity to reach
consumers. According to TGI, the United States is home to
the largest proportion of movie-goers, with around a third of
people (32 percent) having been to the movies at least once
in the last month. Elsewhere in the world, India, Sweden and
Mexico also boast high numbers of movie-goers, with at
least a quarter of people in each market having been to see
a film in the last month.
The lowest levels of movie attendance are in the Eastern Eu-
ropean markets. Just 4 percent of respondents in Romania
and 5 percent in Poland had been to the movies in the last
month.
Despite the variations, some coherent global trends emerge.
Movies are particularly important to teens and young adults,
who go in larger numbers and more often than older age
groups. This is most pronounced in the Asia-Pacific region.
In Singapore 52 percent of people aged 18–24 have been
to the movies in the last month compared with 3 percent of
people aged over 55. In Hong Kong the figure is 40 percent
for the younger age group compared with just1 percent of
people over 55.
Research conducted in Australia showed that more than half
of movie-goers always arrived in time to see the pre-show
program, and agreed that the pre-show program was a good
or acceptable part of the movie experience. Additionally, 57
percent felt that they took more notice of the ads shown at
the cinema than those seen on television or in a magazine,
or heard on the radio, finding these ads captivating, engag-
ing, unique and having an appealing “movie” quality about
them. 80 percent felt that cinema ads were more entertain-
ing. “Everything seems a little more special in a cinema, it’s
dark and it’s on the big screen. Everyone seems to get into
the ads more, laughing more than they would at home.”
What can cinema advertising deliver?
This heightened level of attention can deliver greater memo-
rability. A brand of crisps was advertised in London only in the
cinema. The cinema spend would have bought around 180
London GRPs. This advertising produced the same peak in
ad awareness as an earlier TV burst of the same ad using
over 640 GRPs, making it over three times more efficient
at generating ad awareness. It is of interest that many re-
spondents recalled the cinema ad as a TV ad – a common
occurrence.
K N O W L E D G E P O I N T K N O W L E D G E P O I N T K N O W L E D G E P O I N T K N O W L E D G E P O I N T
This finding is reinforced by work by Millward Brown in South
Africa. It compared in-market recall of ads flighted on televi-
sion only (6,459 ads) with those that launched simultane-
ously on television and in the cinema (72 ads). The recall
of ads that appeared in both media was significantly higher
than ads that appeared on television only. For example, for
ads launched with 201–300 TV GRPs, the TV-only recall
was 22 percent, compared with 28 percent for ads with TV
and cinema, an improvement of 23 percent.. It was estimat-
ed that to achieve that level of recall using television only
would have needed an additional 220 TV GRPs — substan-
tially more than the typical cinema spend.
What stands out for all cinema advertising is its heightened
ability to deliver brand appeal. In Australia, Millward Brown
researched a range of ads that were representative of all cin-
ema ads. We found that on average, 52 percent of respon-
dents reported that cinema ads increased the appeal of the
brand — significantly higher than the average of all the TV
ads in our database (44 percent).
The same ad can be experienced differently in the cinema
than on television. In the UK, one humorous ad was aired
in two different regions. In one, it aired only on television. In
the other, it aired only in the cinema. The ad was the same,
but it was enjoyed more in the cinema.
Advertising in the cinema can also affect consumers’ per-
ceptions of who the brand is targeting. In one example, two
samples were recruited: one of respondents who had seen
the ad in the cinema, and a separate matched sample who
had seen the ad on television. Those who had seen the
ad in the cinema were more likely to feel the brand was
trying to increase its appeal among a younger audience
(82 percent) than those who had seen it on television (66
percent).
What type of advertising works best in the cin-
ema?
Qualitative research shows that cinema-goers visit the cin-
ema for escapism, entertainment and an evening out. Ads
that focus on escapism or immersive fantasy are likely to be
appreciated. The cinema is valued leisure time which has
2 © Millward Brown March 2009What does cinema advertising add to a campaign?
0
10
20
30
40
Feb Mar Apr May Jun Jul Aug Sep Oct
Feb Mar Apr May Jun Jul Aug Sep Oct
Cinema
TV
TV/cinema
Crisps - London
0
500
GRPs per week
0
500
Cinema
Cinema spend boosts TV ad awareness
London: aged 16–34
541
180
Appreciation of humor was stronger when the ad was aired
in cinema
Prompted attitudes
Which of these phrases best describes your feelings about this
advertisement?
Which others?
52
61
15
21
I enjoyed the humor
The sort of advertisement
that sticks in your mind
Region A (cinema only)
Region B (TV only)
K N O W L E D G E P O I N T K N O W L E D G E P O I N T K N O W L E D G E P O I N T K N O W L E D G E P O I N T
been paid for, so viewers expect the advertising to be enter-
taining. Advertising that is considered very enjoyable tends to
be rated highly as being “suitable for the cinema”.
	
One word of caution, though: Given that cinema-goers ar-
rive at the cinema with the expectation of being entertained,
advertising that falls below their expectations is unlikely to be
well received. Unwelcome advertising may make the brand
seem insensitive and out of touch. One ad that emphasized
news for a brand conveyed the news effectively, but respon-
dents felt the ad was not suitable for the cinema. Additional-
ly, the shared environment can enhance negative responses
as well as positive ones; it has been known for audiences to
boo advertising in the cinema.
3
www.millwardbrown.com
Knowledge Points are drawn from the Millward Brown Knowledge Bank,
consisting of our databases of 80,000 brand reports and 40,000 ads, as well
as 1,200 case studies, 900 conference papers and magazine articles, and
350 Learnings documents.
© Millward Brown March 2009What does cinema advertising add to a campaign?

Weitere ähnliche Inhalte

Was ist angesagt?

Case Study in Addressable TV
Case Study in Addressable TVCase Study in Addressable TV
Case Study in Addressable TVMediaPost
 
Audience Research
Audience ResearchAudience Research
Audience Research3134
 
Great Lakes_British Airways Group21
Great Lakes_British Airways Group21Great Lakes_British Airways Group21
Great Lakes_British Airways Group21Deepanshoo
 
Bjmc i-i, met, unit-iv, media economics - olympics and television
Bjmc i-i, met, unit-iv, media economics - olympics and televisionBjmc i-i, met, unit-iv, media economics - olympics and television
Bjmc i-i, met, unit-iv, media economics - olympics and televisionRai University
 
Fast Food Marketing To Kids
Fast Food Marketing To KidsFast Food Marketing To Kids
Fast Food Marketing To KidsCynthia Besson
 
Media Planning 101, CU Presentation, 5-18-14
Media Planning 101, CU Presentation, 5-18-14Media Planning 101, CU Presentation, 5-18-14
Media Planning 101, CU Presentation, 5-18-14Lisa Christy
 
Walkers case study
Walkers case studyWalkers case study
Walkers case studyNewsworks
 
Portland Children's Museum Media Plan Example
Portland Children's Museum Media Plan Example Portland Children's Museum Media Plan Example
Portland Children's Museum Media Plan Example Michael Goswick
 
Getting it Right in Mobile: How to Use Mobile to Build Relationships
Getting it Right in Mobile: How to Use Mobile to Build RelationshipsGetting it Right in Mobile: How to Use Mobile to Build Relationships
Getting it Right in Mobile: How to Use Mobile to Build RelationshipsWaterfall Mobile
 
Case Study: Breaking Through The Noise
Case Study: Breaking Through The NoiseCase Study: Breaking Through The Noise
Case Study: Breaking Through The NoiseMediaPost
 
StarLightMedia_20 сентября_Роль телевидения в маркетинге 21 века_Дэвид Бреннан
StarLightMedia_20 сентября_Роль телевидения в маркетинге 21 века_Дэвид БреннанStarLightMedia_20 сентября_Роль телевидения в маркетинге 21 века_Дэвид Бреннан
StarLightMedia_20 сентября_Роль телевидения в маркетинге 21 века_Дэвид БреннанStarLightMedia
 
Waitrose – Christmas 2014
Waitrose – Christmas 2014 Waitrose – Christmas 2014
Waitrose – Christmas 2014 Newsworks
 
who would be the audience for your media product?
who would be the audience for your media product?who would be the audience for your media product?
who would be the audience for your media product?idmusson
 

Was ist angesagt? (19)

Case Study in Addressable TV
Case Study in Addressable TVCase Study in Addressable TV
Case Study in Addressable TV
 
Marketing management
Marketing managementMarketing management
Marketing management
 
Audience Research
Audience ResearchAudience Research
Audience Research
 
Movie pass
Movie pass Movie pass
Movie pass
 
HSBMEDIASUCCESSSTORIES.pdf
HSBMEDIASUCCESSSTORIES.pdfHSBMEDIASUCCESSSTORIES.pdf
HSBMEDIASUCCESSSTORIES.pdf
 
Used cars wv
Used cars wvUsed cars wv
Used cars wv
 
Great Lakes_British Airways Group21
Great Lakes_British Airways Group21Great Lakes_British Airways Group21
Great Lakes_British Airways Group21
 
Bjmc i-i, met, unit-iv, media economics - olympics and television
Bjmc i-i, met, unit-iv, media economics - olympics and televisionBjmc i-i, met, unit-iv, media economics - olympics and television
Bjmc i-i, met, unit-iv, media economics - olympics and television
 
Fast Food Marketing To Kids
Fast Food Marketing To KidsFast Food Marketing To Kids
Fast Food Marketing To Kids
 
2010
20102010
2010
 
Media Planning 101, CU Presentation, 5-18-14
Media Planning 101, CU Presentation, 5-18-14Media Planning 101, CU Presentation, 5-18-14
Media Planning 101, CU Presentation, 5-18-14
 
Walkers case study
Walkers case studyWalkers case study
Walkers case study
 
Portland Children's Museum Media Plan Example
Portland Children's Museum Media Plan Example Portland Children's Museum Media Plan Example
Portland Children's Museum Media Plan Example
 
Getting it Right in Mobile: How to Use Mobile to Build Relationships
Getting it Right in Mobile: How to Use Mobile to Build RelationshipsGetting it Right in Mobile: How to Use Mobile to Build Relationships
Getting it Right in Mobile: How to Use Mobile to Build Relationships
 
Case Study: Breaking Through The Noise
Case Study: Breaking Through The NoiseCase Study: Breaking Through The Noise
Case Study: Breaking Through The Noise
 
StarLightMedia_20 сентября_Роль телевидения в маркетинге 21 века_Дэвид Бреннан
StarLightMedia_20 сентября_Роль телевидения в маркетинге 21 века_Дэвид БреннанStarLightMedia_20 сентября_Роль телевидения в маркетинге 21 века_Дэвид Бреннан
StarLightMedia_20 сентября_Роль телевидения в маркетинге 21 века_Дэвид Бреннан
 
Pbm o2 nick_pestell
Pbm o2 nick_pestellPbm o2 nick_pestell
Pbm o2 nick_pestell
 
Waitrose – Christmas 2014
Waitrose – Christmas 2014 Waitrose – Christmas 2014
Waitrose – Christmas 2014
 
who would be the audience for your media product?
who would be the audience for your media product?who would be the audience for your media product?
who would be the audience for your media product?
 

Ähnlich wie What does cinema advertising add to a campaign?

Global ATV report MiQ
Global ATV report MiQGlobal ATV report MiQ
Global ATV report MiQSocial Samosa
 
959289 634382366716327500
959289 634382366716327500959289 634382366716327500
959289 634382366716327500muhammed anees
 
7 Lessons from Established Online Video Viewers
7 Lessons from Established Online Video Viewers 7 Lessons from Established Online Video Viewers
7 Lessons from Established Online Video Viewers Ogilvy
 
Generation z rejects traditional TV
Generation z rejects traditional TVGeneration z rejects traditional TV
Generation z rejects traditional TVValue Partners
 
Marketing - Diminishing and Growing Forms of Promotion
Marketing - Diminishing and Growing Forms of PromotionMarketing - Diminishing and Growing Forms of Promotion
Marketing - Diminishing and Growing Forms of PromotionLee Ann Wesley
 
4 things that brands are doing to win in the new video landscape
4 things that brands are doing to win in the new video landscape4 things that brands are doing to win in the new video landscape
4 things that brands are doing to win in the new video landscapeLucas Modesto
 
Audience research
Audience researchAudience research
Audience researchkieran Beal
 
Global Trust in Advertising Report by Nielsen
Global Trust in Advertising Report by NielsenGlobal Trust in Advertising Report by Nielsen
Global Trust in Advertising Report by NielsenVictor Kong
 
Audience research
Audience research Audience research
Audience research kieran Beal
 
European Advertising Vs. American Advertising Essays
European Advertising Vs. American Advertising EssaysEuropean Advertising Vs. American Advertising Essays
European Advertising Vs. American Advertising EssaysJana Clark
 
Video Messages in a Digital World
Video Messages in a Digital WorldVideo Messages in a Digital World
Video Messages in a Digital WorldAristotle, Inc.
 
Think TV - TV Effectiveness
Think TV -  TV EffectivenessThink TV -  TV Effectiveness
Think TV - TV EffectivenessThink TV
 

Ähnlich wie What does cinema advertising add to a campaign? (20)

Global ATV report MiQ
Global ATV report MiQGlobal ATV report MiQ
Global ATV report MiQ
 
Final question 4
Final question 4 Final question 4
Final question 4
 
959289 634382366716327500
959289 634382366716327500959289 634382366716327500
959289 634382366716327500
 
7 Lessons from Established Online Video Viewers
7 Lessons from Established Online Video Viewers 7 Lessons from Established Online Video Viewers
7 Lessons from Established Online Video Viewers
 
Generation z rejects traditional TV
Generation z rejects traditional TVGeneration z rejects traditional TV
Generation z rejects traditional TV
 
Presentation 4
Presentation 4Presentation 4
Presentation 4
 
Persuasive Advertisement
Persuasive AdvertisementPersuasive Advertisement
Persuasive Advertisement
 
Tide Ads Essay
Tide Ads EssayTide Ads Essay
Tide Ads Essay
 
Marketing - Diminishing and Growing Forms of Promotion
Marketing - Diminishing and Growing Forms of PromotionMarketing - Diminishing and Growing Forms of Promotion
Marketing - Diminishing and Growing Forms of Promotion
 
4 things that brands are doing to win in the new video landscape
4 things that brands are doing to win in the new video landscape4 things that brands are doing to win in the new video landscape
4 things that brands are doing to win in the new video landscape
 
Nike Csr Challenge
Nike Csr ChallengeNike Csr Challenge
Nike Csr Challenge
 
Audience research
Audience researchAudience research
Audience research
 
CheikenBAFinal
CheikenBAFinalCheikenBAFinal
CheikenBAFinal
 
Global Trust in Advertising Report by Nielsen
Global Trust in Advertising Report by NielsenGlobal Trust in Advertising Report by Nielsen
Global Trust in Advertising Report by Nielsen
 
Audience research
Audience research Audience research
Audience research
 
European Advertising Vs. American Advertising Essays
European Advertising Vs. American Advertising EssaysEuropean Advertising Vs. American Advertising Essays
European Advertising Vs. American Advertising Essays
 
Video Messages in a Digital World
Video Messages in a Digital WorldVideo Messages in a Digital World
Video Messages in a Digital World
 
Buzz One Four Essay
Buzz One Four EssayBuzz One Four Essay
Buzz One Four Essay
 
Analyzing An Advertisement Essay
Analyzing An Advertisement EssayAnalyzing An Advertisement Essay
Analyzing An Advertisement Essay
 
Think TV - TV Effectiveness
Think TV -  TV EffectivenessThink TV -  TV Effectiveness
Think TV - TV Effectiveness
 

Mehr von Kantar Millward Brown France

Classement BrandZ Top 100 2017 des marques globales les plus puissantes
Classement BrandZ Top 100 2017 des marques globales les plus puissantesClassement BrandZ Top 100 2017 des marques globales les plus puissantes
Classement BrandZ Top 100 2017 des marques globales les plus puissantesKantar Millward Brown France
 
AdReaction : engaging Z, X et Y - Kantar Millward Brown France
AdReaction : engaging Z, X et Y - Kantar Millward Brown France AdReaction : engaging Z, X et Y - Kantar Millward Brown France
AdReaction : engaging Z, X et Y - Kantar Millward Brown France Kantar Millward Brown France
 
La valeur d’une publicité digitale : comScore, Millward Brown et Kantar World...
La valeur d’une publicité digitale : comScore, Millward Brown et Kantar World...La valeur d’une publicité digitale : comScore, Millward Brown et Kantar World...
La valeur d’une publicité digitale : comScore, Millward Brown et Kantar World...Kantar Millward Brown France
 
Millward Brown digital & media predictions 2016 : tendance n°1 TV
Millward Brown digital & media predictions 2016 : tendance n°1 TVMillward Brown digital & media predictions 2016 : tendance n°1 TV
Millward Brown digital & media predictions 2016 : tendance n°1 TVKantar Millward Brown France
 
Millward Brown digital & media predictions 2016 : tendance n°4 Programmatique
Millward Brown digital & media predictions 2016 : tendance n°4 ProgrammatiqueMillward Brown digital & media predictions 2016 : tendance n°4 Programmatique
Millward Brown digital & media predictions 2016 : tendance n°4 ProgrammatiqueKantar Millward Brown France
 
Millward Brown digital & media predictions 2016 : tendance n°3 Mobile
Millward Brown digital & media predictions 2016 : tendance n°3 MobileMillward Brown digital & media predictions 2016 : tendance n°3 Mobile
Millward Brown digital & media predictions 2016 : tendance n°3 MobileKantar Millward Brown France
 
Millward Brown digital & media predictions 2016 : tendance n°5 Content Marketing
Millward Brown digital & media predictions 2016 : tendance n°5 Content MarketingMillward Brown digital & media predictions 2016 : tendance n°5 Content Marketing
Millward Brown digital & media predictions 2016 : tendance n°5 Content MarketingKantar Millward Brown France
 
Millward Brown digital & media predictions 2016 : tendance n°2 Video
Millward Brown digital & media predictions 2016 : tendance n°2 VideoMillward Brown digital & media predictions 2016 : tendance n°2 Video
Millward Brown digital & media predictions 2016 : tendance n°2 VideoKantar Millward Brown France
 
Millward Brown digital & media predictions 2016 : tendance n°6 Consumer Journey
Millward Brown digital & media predictions 2016 : tendance n°6 Consumer JourneyMillward Brown digital & media predictions 2016 : tendance n°6 Consumer Journey
Millward Brown digital & media predictions 2016 : tendance n°6 Consumer JourneyKantar Millward Brown France
 
Adreaction video 2015 : Résultats de l'étude en France
Adreaction video 2015 : Résultats de l'étude en FranceAdreaction video 2015 : Résultats de l'étude en France
Adreaction video 2015 : Résultats de l'étude en FranceKantar Millward Brown France
 
La marque : pilier du développement des PME françaises
La marque : pilier du développement des PME françaisesLa marque : pilier du développement des PME françaises
La marque : pilier du développement des PME françaisesKantar Millward Brown France
 
Les Rencontres Millward Brown - Quelles sont les marques qui créent de la val...
Les Rencontres Millward Brown - Quelles sont les marques qui créent de la val...Les Rencontres Millward Brown - Quelles sont les marques qui créent de la val...
Les Rencontres Millward Brown - Quelles sont les marques qui créent de la val...Kantar Millward Brown France
 
Classement BrandZ Top 100 des marques globales les plus puissantes au monde -...
Classement BrandZ Top 100 des marques globales les plus puissantes au monde -...Classement BrandZ Top 100 des marques globales les plus puissantes au monde -...
Classement BrandZ Top 100 des marques globales les plus puissantes au monde -...Kantar Millward Brown France
 
Un monde multi écrans quelles opportunités pour les marques
Un monde multi écrans quelles opportunités pour les marquesUn monde multi écrans quelles opportunités pour les marques
Un monde multi écrans quelles opportunités pour les marquesKantar Millward Brown France
 
Fanomètre mars 2014 : Parler d’énergie sur Facebook, pas si facile !
Fanomètre mars 2014 : Parler d’énergie sur Facebook, pas si facile !Fanomètre mars 2014 : Parler d’énergie sur Facebook, pas si facile !
Fanomètre mars 2014 : Parler d’énergie sur Facebook, pas si facile !Kantar Millward Brown France
 

Mehr von Kantar Millward Brown France (20)

Classement BrandZ Top 100 2017 des marques globales les plus puissantes
Classement BrandZ Top 100 2017 des marques globales les plus puissantesClassement BrandZ Top 100 2017 des marques globales les plus puissantes
Classement BrandZ Top 100 2017 des marques globales les plus puissantes
 
AdReaction : engaging Z, X et Y - Kantar Millward Brown France
AdReaction : engaging Z, X et Y - Kantar Millward Brown France AdReaction : engaging Z, X et Y - Kantar Millward Brown France
AdReaction : engaging Z, X et Y - Kantar Millward Brown France
 
Classement BrandZ Top 100 2016
Classement BrandZ Top 100 2016Classement BrandZ Top 100 2016
Classement BrandZ Top 100 2016
 
La valeur d’une publicité digitale : comScore, Millward Brown et Kantar World...
La valeur d’une publicité digitale : comScore, Millward Brown et Kantar World...La valeur d’une publicité digitale : comScore, Millward Brown et Kantar World...
La valeur d’une publicité digitale : comScore, Millward Brown et Kantar World...
 
Millward Brown digital & media predictions 2016 : tendance n°1 TV
Millward Brown digital & media predictions 2016 : tendance n°1 TVMillward Brown digital & media predictions 2016 : tendance n°1 TV
Millward Brown digital & media predictions 2016 : tendance n°1 TV
 
Millward Brown digital & media predictions 2016 : tendance n°4 Programmatique
Millward Brown digital & media predictions 2016 : tendance n°4 ProgrammatiqueMillward Brown digital & media predictions 2016 : tendance n°4 Programmatique
Millward Brown digital & media predictions 2016 : tendance n°4 Programmatique
 
Millward Brown digital & media predictions 2016 : tendance n°3 Mobile
Millward Brown digital & media predictions 2016 : tendance n°3 MobileMillward Brown digital & media predictions 2016 : tendance n°3 Mobile
Millward Brown digital & media predictions 2016 : tendance n°3 Mobile
 
Millward Brown digital & media predictions 2016 : tendance n°5 Content Marketing
Millward Brown digital & media predictions 2016 : tendance n°5 Content MarketingMillward Brown digital & media predictions 2016 : tendance n°5 Content Marketing
Millward Brown digital & media predictions 2016 : tendance n°5 Content Marketing
 
Millward Brown digital & media predictions 2016 : tendance n°2 Video
Millward Brown digital & media predictions 2016 : tendance n°2 VideoMillward Brown digital & media predictions 2016 : tendance n°2 Video
Millward Brown digital & media predictions 2016 : tendance n°2 Video
 
Millward Brown digital & media predictions 2016 : tendance n°6 Consumer Journey
Millward Brown digital & media predictions 2016 : tendance n°6 Consumer JourneyMillward Brown digital & media predictions 2016 : tendance n°6 Consumer Journey
Millward Brown digital & media predictions 2016 : tendance n°6 Consumer Journey
 
Millward Brown Digital & Media predictions 2016
Millward Brown Digital & Media predictions 2016 Millward Brown Digital & Media predictions 2016
Millward Brown Digital & Media predictions 2016
 
Adreaction video 2015 : Résultats de l'étude en France
Adreaction video 2015 : Résultats de l'étude en FranceAdreaction video 2015 : Résultats de l'étude en France
Adreaction video 2015 : Résultats de l'étude en France
 
Classement BrandZ Top 100 2015 - Millward Brown
Classement BrandZ Top 100 2015 - Millward BrownClassement BrandZ Top 100 2015 - Millward Brown
Classement BrandZ Top 100 2015 - Millward Brown
 
La marque : pilier du développement des PME françaises
La marque : pilier du développement des PME françaisesLa marque : pilier du développement des PME françaises
La marque : pilier du développement des PME françaises
 
Fanpages d’hôtels : l’auberge espagnole ?
Fanpages d’hôtels : l’auberge espagnole ?Fanpages d’hôtels : l’auberge espagnole ?
Fanpages d’hôtels : l’auberge espagnole ?
 
Les Rencontres Millward Brown - Quelles sont les marques qui créent de la val...
Les Rencontres Millward Brown - Quelles sont les marques qui créent de la val...Les Rencontres Millward Brown - Quelles sont les marques qui créent de la val...
Les Rencontres Millward Brown - Quelles sont les marques qui créent de la val...
 
Classement BrandZ Top 100 des marques globales les plus puissantes au monde -...
Classement BrandZ Top 100 des marques globales les plus puissantes au monde -...Classement BrandZ Top 100 des marques globales les plus puissantes au monde -...
Classement BrandZ Top 100 des marques globales les plus puissantes au monde -...
 
Un monde multi écrans quelles opportunités pour les marques
Un monde multi écrans quelles opportunités pour les marquesUn monde multi écrans quelles opportunités pour les marques
Un monde multi écrans quelles opportunités pour les marques
 
Fanomètre mars 2014 : Parler d’énergie sur Facebook, pas si facile !
Fanomètre mars 2014 : Parler d’énergie sur Facebook, pas si facile !Fanomètre mars 2014 : Parler d’énergie sur Facebook, pas si facile !
Fanomètre mars 2014 : Parler d’énergie sur Facebook, pas si facile !
 
Les phénix uda 2014 vus par millward brown
Les phénix uda 2014 vus par millward brownLes phénix uda 2014 vus par millward brown
Les phénix uda 2014 vus par millward brown
 

Kürzlich hochgeladen

A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfVWO
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldD Cloud Solutions
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Nedko Nedkov
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfUttara University
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfSocial Samosa
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)yaeyukimoto
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...Sophie Logan
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarSEO Optimizers
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneHerd
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Courseamirshaikhv21realtyp
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Joseph Skibbie
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMNazal Digital
 
How to Get Off Spamhaus Blocklist - 5 Step Process
How to Get Off Spamhaus Blocklist - 5 Step ProcessHow to Get Off Spamhaus Blocklist - 5 Step Process
How to Get Off Spamhaus Blocklist - 5 Step ProcessQuickEmailVerification
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertisingKBS SHOP
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management caseAnkit Sarkar
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Internrisabhpandeyconnect
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckNedko Nedkov
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growthabinashdm2014
 
Advertising and public relations, Role and Impact
Advertising and public relations, Role and ImpactAdvertising and public relations, Role and Impact
Advertising and public relations, Role and ImpactMuhammad Junaid
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportSocial Samosa
 

Kürzlich hochgeladen (20)

A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdf
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern World
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdf
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads Webinar
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not Alone
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEM
 
How to Get Off Spamhaus Blocklist - 5 Step Process
How to Get Off Spamhaus Blocklist - 5 Step ProcessHow to Get Off Spamhaus Blocklist - 5 Step Process
How to Get Off Spamhaus Blocklist - 5 Step Process
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertising
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management case
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Intern
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growth
 
Advertising and public relations, Role and Impact
Advertising and public relations, Role and ImpactAdvertising and public relations, Role and Impact
Advertising and public relations, Role and Impact
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance report
 

What does cinema advertising add to a campaign?

  • 1. © Millward Brown March 2009What does cinema advertising add to a campaign? 1 What does cinema advertising add to a campaign? The cinema offers a good opportunity to reach a younger audience across the globe. The “cinema experience”, with its shared nature, tends to lead to greater attention being paid to advertising, making it more memorable, so cinema ads can boost the impact of a TV campaign. However, not all advertising works well in the cinema, and the best ads tend to reflect the cinema-goer’s desire for es- capism, fantasy and entertainment. K N O W L E D G E P O I N T K N O W L E D G E P O I N T K N O W L E D G E P O I N T K N O W L E D G E P O I N T An opportunity to reach consumers Globally, the cinema represents a good opportunity to reach consumers. According to TGI, the United States is home to the largest proportion of movie-goers, with around a third of people (32 percent) having been to the movies at least once in the last month. Elsewhere in the world, India, Sweden and Mexico also boast high numbers of movie-goers, with at least a quarter of people in each market having been to see a film in the last month. The lowest levels of movie attendance are in the Eastern Eu- ropean markets. Just 4 percent of respondents in Romania and 5 percent in Poland had been to the movies in the last month. Despite the variations, some coherent global trends emerge. Movies are particularly important to teens and young adults, who go in larger numbers and more often than older age groups. This is most pronounced in the Asia-Pacific region. In Singapore 52 percent of people aged 18–24 have been to the movies in the last month compared with 3 percent of people aged over 55. In Hong Kong the figure is 40 percent for the younger age group compared with just1 percent of people over 55. Research conducted in Australia showed that more than half of movie-goers always arrived in time to see the pre-show program, and agreed that the pre-show program was a good or acceptable part of the movie experience. Additionally, 57 percent felt that they took more notice of the ads shown at the cinema than those seen on television or in a magazine, or heard on the radio, finding these ads captivating, engag- ing, unique and having an appealing “movie” quality about them. 80 percent felt that cinema ads were more entertain- ing. “Everything seems a little more special in a cinema, it’s dark and it’s on the big screen. Everyone seems to get into the ads more, laughing more than they would at home.” What can cinema advertising deliver? This heightened level of attention can deliver greater memo- rability. A brand of crisps was advertised in London only in the cinema. The cinema spend would have bought around 180 London GRPs. This advertising produced the same peak in ad awareness as an earlier TV burst of the same ad using over 640 GRPs, making it over three times more efficient at generating ad awareness. It is of interest that many re- spondents recalled the cinema ad as a TV ad – a common occurrence.
  • 2. K N O W L E D G E P O I N T K N O W L E D G E P O I N T K N O W L E D G E P O I N T K N O W L E D G E P O I N T This finding is reinforced by work by Millward Brown in South Africa. It compared in-market recall of ads flighted on televi- sion only (6,459 ads) with those that launched simultane- ously on television and in the cinema (72 ads). The recall of ads that appeared in both media was significantly higher than ads that appeared on television only. For example, for ads launched with 201–300 TV GRPs, the TV-only recall was 22 percent, compared with 28 percent for ads with TV and cinema, an improvement of 23 percent.. It was estimat- ed that to achieve that level of recall using television only would have needed an additional 220 TV GRPs — substan- tially more than the typical cinema spend. What stands out for all cinema advertising is its heightened ability to deliver brand appeal. In Australia, Millward Brown researched a range of ads that were representative of all cin- ema ads. We found that on average, 52 percent of respon- dents reported that cinema ads increased the appeal of the brand — significantly higher than the average of all the TV ads in our database (44 percent). The same ad can be experienced differently in the cinema than on television. In the UK, one humorous ad was aired in two different regions. In one, it aired only on television. In the other, it aired only in the cinema. The ad was the same, but it was enjoyed more in the cinema. Advertising in the cinema can also affect consumers’ per- ceptions of who the brand is targeting. In one example, two samples were recruited: one of respondents who had seen the ad in the cinema, and a separate matched sample who had seen the ad on television. Those who had seen the ad in the cinema were more likely to feel the brand was trying to increase its appeal among a younger audience (82 percent) than those who had seen it on television (66 percent). What type of advertising works best in the cin- ema? Qualitative research shows that cinema-goers visit the cin- ema for escapism, entertainment and an evening out. Ads that focus on escapism or immersive fantasy are likely to be appreciated. The cinema is valued leisure time which has 2 © Millward Brown March 2009What does cinema advertising add to a campaign? 0 10 20 30 40 Feb Mar Apr May Jun Jul Aug Sep Oct Feb Mar Apr May Jun Jul Aug Sep Oct Cinema TV TV/cinema Crisps - London 0 500 GRPs per week 0 500 Cinema Cinema spend boosts TV ad awareness London: aged 16–34 541 180 Appreciation of humor was stronger when the ad was aired in cinema Prompted attitudes Which of these phrases best describes your feelings about this advertisement? Which others? 52 61 15 21 I enjoyed the humor The sort of advertisement that sticks in your mind Region A (cinema only) Region B (TV only)
  • 3. K N O W L E D G E P O I N T K N O W L E D G E P O I N T K N O W L E D G E P O I N T K N O W L E D G E P O I N T been paid for, so viewers expect the advertising to be enter- taining. Advertising that is considered very enjoyable tends to be rated highly as being “suitable for the cinema”. One word of caution, though: Given that cinema-goers ar- rive at the cinema with the expectation of being entertained, advertising that falls below their expectations is unlikely to be well received. Unwelcome advertising may make the brand seem insensitive and out of touch. One ad that emphasized news for a brand conveyed the news effectively, but respon- dents felt the ad was not suitable for the cinema. Additional- ly, the shared environment can enhance negative responses as well as positive ones; it has been known for audiences to boo advertising in the cinema. 3 www.millwardbrown.com Knowledge Points are drawn from the Millward Brown Knowledge Bank, consisting of our databases of 80,000 brand reports and 40,000 ads, as well as 1,200 case studies, 900 conference papers and magazine articles, and 350 Learnings documents. © Millward Brown March 2009What does cinema advertising add to a campaign?