Cinema delivers three-fold revenue ROI

New research by BrandScience, part of Omnicom Media Group, has found that cinema advertising delivers €3.07 additional revenue for every Euro spent across Europe, and £2.84 for every Pound spent in the UK.

The study, commissioned by Screen Advertising World Association (SAWA) and Cinema Advertising Association (CAA), claims that the medium achieved the best carry-over rate of all media in the UK at 72% per week, a half-life of two weeks. If an ad spend of £1000 delivered 100 sales in the first week, this means it would drive 72 in the second, 52 in the third and 37 in the fourth week following exposure.

Sally Dickerson, global CEO of BrandScience said: “Working with the CAA and SAWA members across Europe, BrandScience has collated evidence from its results vault of over 1100 econometric studies in Europe, of which 111 evaluated cinema spend and other media.

“The meta analysis proves that cinema delivers a healthy return on media investment, particularly when used as part of an integrated campaign. Cinema also performs in its own right as measured by direct RROI (Revenue ROI) and enhances all other main media in assuring higher campaign RROI”.

Jeremy Playle, board member of the CAA added: “While many studies continue to prove that cinema delivers more engagement, reaches light TV and youth audiences, the BrandScience study confirms that cinema doesn’t just deliver soft KPI’s, it also drives strong return on investment for the brands that advertise with us.”