| Date | |
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| Author | DCM |
| Categories | cinema |
The latest research from Digital Cinema Media (DCM), the market leader in UK cinema advertising, has provided new evidence into the unique power of cinema advertising.
The findings of our Engagement Study, The Bigger Picture, revealed that advertising watched in the cinema is processed by the brain more consciously, proving a much more powerful and emotionally engaging medium for brands and offering a unique role for cinema in the contemporary communication mix.
The study, conducted by Hall & Partners, looked at the effectiveness of cinema advertising to better understand how cinema was adapting in today’s changing media landscape, particularly in comparison to TV advertising.
The results revealed that cinema is triggering measures of advertising performance like no other medium:
- Cinema advertising is just under eight times more effective at making your brand stand out from the crowd than television
- If you show people an unbranded still from an ad, three times as many cinemagoers will actually recall which brand it is for when compared with TV viewers
- Cinema audiences are four times more likely to be emotionally engaged than a television audience
- Those exposed to advertisements in the cinema are twice as likely to recall a brand compared to TV
In summary, cinema advertising can spark powerful awareness of a brand and, as human interaction through media adjusts, with people now consuming media more fluidly; this research shows that cinema is working in a different way to any other media.
TV undoubtedly has a strong impact and influence on sales, but our research underlines the differences in the way that television advertising and cinema are processed by audiences. What is seen in the cinema is processed very consciously and therefore adds a different dimension in a brand’s communication plan.
These findings come in the context of increasing numbers of people paying a visit to the cinema each year. Since 2008, cinema has seen the total number of people visiting grow by 24 per cent, with 75 per cent of the adult population going to the cinema at least once a year. In 2008, only 64 per cent went to the cinema, which translates to 7.5 million more people going this year than in 2008. With 87 per cent of cinemagoers exposed to the ads, cinema’s appeal is constantly broadening, reaching more and more people, providing a powerful way for advertisers to reach audiences many regard as critical for success.
Simon Rees, CEO, Digital Cinema Media commented: “These research findings are beyond conclusive: cinema advertising is doing something very different to people’s heads than other media. Maybe we’re stating the obvious, but the sheer impact and engagement of watching an ad on the big screen means cinema is the medium of choice when it comes to strengthening a brand, delivering key messages, increasing awareness and attracting new customers, especially amongst a desirable, hard to reach target audience.”
The findings were unveiled at this week’s DCM Upfronts event by DCM's Head of Planning & Knowledge, Blackett Ditchburn.
See pictures from the event here.
