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| Author | DCM |
| Categories | News |
Latest Cinema Advertising Association (CAA) research has revealed the medium’s lasting connection with consumers. The third annual Film Audience Measurement and Evaluation (FAME) study, which investigates the opinions of UK cinemagoers, has found that the medium leads other channels in terms of the ‘talkability’ of advertising.
The survey discovered that visual media is leading the way in creating advertising which gets people talking, and within this cinema comes out on top. With 46 per cent, cinema has the edge over TV advertising (43 per cent) in terms of talkability of advertising for cinemagoers. Both media share a massive lead in terms of impact over outdoor, newspapers, internet and radio*. The research found that among younger cinema audiences, this figure rose still further, with three out of five 15-19 year olds agreeing they are likely to talk about cinema commercials.
The survey, conducted by TNS, also found that the cinema is bucking recessionary trends and growing in popularity, with 62 per cent agreeing they are still spending same on the cinema despite the credit crunch, compared to other out of home pastimes. Repeat visits to watch the same movie also remain strong, with 25 per cent of audiences admitting they have seen the same film on the big screen more than once over the past year. This rises to 37 per cent among 15-19 year olds.
FAME 3 also found that consumer engagement with cinema advertising remains a key benefit of the medium, with audiences approaching advertising in a relaxed excited and happy mindset. Opportunities for brands to engage with cinemagoers away from on-screen advertising also remain strong, with the average person spending 18 minutes in the foyer, rising to 21 minutes for 12-14 year olds. 73 per cent of audiences notice posters in foyer, rising to a massive 80 per cent for 15-24 year olds, and 61 per cent notice standees. Meanwhile, 82 per cent of audiences agree they usually watch commercials on-screen.
Anna Cremin, CAA spokesperson, comments, “Despite increased pressure on consumers due to the credit crunch, cinema remains a destination medium and one which it seems people can’t do without. When the impact of cinema advertising is combined with its reach, talkability and its unique environment which provides a captive audience receptive to brand communication and looking to be entertained, it becomes an even more attractive proposition for brands seeking to connect with audiences.
“The latest admissions data supports FAME’s findings as UK cinemas are building on the successes of 2008 with strong audience figures for the first two months of 2009.”
Fleur Castell, CAA spokespersons, adds:
“Cinema has the inescapable ability to get people talking. The ‘word of mouth’ culture that cinema stirs is proving invaluable for brands in terms of generating buzz and is what many advertisers are finding hugely appealing as they seek new ways of engaging with consumers.”
* Outdoor and newspapers both scored 22 per cent, internet 20 per cent and radio 18 per cent