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| Author | Zoe Aresti |
This month, Digital Cinema Media (DCM) takes a look at the value the cinema medium offers brands looking to target those all important, influential ‘Conversations Catalysts™’.
Getting consumers to talk about your brand is a common but challenging objective for today’s marketers. Knowing that your brand should create word of mouth advocacy is one thing, actually reaching people that are likely to talk about your brand is another. The Institute of Practitioners in Advertising (IPA) has identified this influential group of people, ‘Conversation Catalysts™’, in their Touchpoints survey, in partnership with word of mouth specialists, Keller Fay.
A ‘Conversation Catalyst™’ is defined as someone with a sizeable social network and frequently gives suggestions / advice to others regarding areas that they are interested in or passionate about. Therefore, someone a brand would love to reach, engage and influence.
When we look at cinemagoers, those that visit the cinema at least once a quarter are 56% more likely to be a ‘Conversation Catalyst™’ compared to the overall GB population, and a staggering 363% more likely than non-cinemagoers.
Here are some of the key components of a cinemagoer ‘Conversation Catalyst™’:
- They communicate more: They talk face to face, or speak on the mobile / landline or texting 24% of the time more often than the average GB Adult
- They are light consumers of traditional media: 70% of them are light TV viewers and they are 29% more likely to be a light reader of newspapers
- They are young: They are 47% are more likely to be 15-34 compared to the general GB population
- They are affluent: 68% are ABC1 Adults compared to the GB profile of 55%, a difference of 23%
Taking these factors into account, there are three key areas where cinemagoers are influential in terms of categories. Firstly, there is a natural link between those that are engaged by the visual appeal of the big screen and technology. When looking again at those that visit the cinema at least once a quarter, they are 81% more likely than the overall population to be a ‘Category Catalyst™’ regarding mobile phones and 71% more likely to recommend TV, DVD and Audio Equipment to others. Therefore, cinema is a great place to launch or promote the latest handsets or big screen TVs.
But it’s not just Boys’ Toys that generate buzz. Cinemagoers are 62% more likely to be a catalyst regarding beauty products, showing how cinema has the ability to reach a range of different demographics. The final area of influence also confirms this point: cinema is more likely to reach an upmarket audience with a professional network that communicates around the issues of the day. They are 72% more likely to be a catalyst around jobs and careers and 71% more likely to be a catalyst regarding public affairs and politics.
The chart below outlines the range of categories where cinemagoers index 150 or more vs the GB population for being a 'Category Catalyst™':
However, the ability of cinema to reach this desirable audience is only half the story. It is essential for a brand to then be able to engage the audience and motivate them to communicate to others. Therefore the advertising environment has to be impactful and be able to general brand appeal. DCM works alongside a vast number of advertisers to test the impact that the cinema environment has upon brands, so we can understand whether exposure to advertising in the cinema environment is able to generate talkability. These studies have shown that cinema advertising can motivate as many as 1 in 2 to go on to talk about the advertising with others.
Touchpoints data concretely demonstrates that Cinema is the go-to media for brands looking to speak to product influencers. We also know that cinema is unique in terms of media in being able to stand out and deliver a compelling brand story that drives people to tell others about it.
The next three months see a number of films, such as Pitch Perfect 2, Ted 2, Jurassic World and Magic Mike XXL that will help generate over 17m 15-34 cinema admissions and give brands the ideal environment to get people talking.
To browse all of these movies and more, visit our Now Booking page.