Consumers are shown to bond with brands they see advertised in the cinema, with results from a recent survey by TNS and Screenvision finding that adverts seen in this environment drive consumer consideration and purchase intent, leading to brand trial and loyalty.
Testing commercials across the packaged goods, automotive, consumer electronics, apparel and fast food restaurants categories, the study found that movie-goers who saw in-theatre advertising were 44% more likely to remember an advert than consumers who saw it on television.
The survey also found that, out of movie-goers who saw cinema advertising, 70% were more likely to correctly identify the advertised brands, with the same amount motivated to purchase by in-cinema advertisements.
Consumers questioned in the study were revealed to be able to name the specific brands they saw advertised up to a week after seeing the commercial at the cinema, with half of those questioned able to name the specific brands they saw advertised.
Cinema advertising in the UK is predicted to enjoy a strong performance in 2005, with revenue increasing by 6.6% in 2004, according to recent figures released by the Cinema Advertising Association (CAA).
The cinema industry as a whole continues to go from strength to strength, with total UK admissions growing by 4% in 2004 to reach 171 million. New research from Starcom UK Group reveals that cinema screens are at a 40-year high, with multiplexes representing 67% of all screens (see Cinema Growth Good News For Advertisers).
The cinema industry has more consumer contact points, according to Starcom, providing advertisers with a powerful consumer engagement opportunity. The research reveals that, on average, ten minutes is spent in the foyer alongside increased sponsorship and promotion opportunities, such as sampling, product displays and live advertisements.
In March, cinema advertising expenditure was shown to be up by 4.9% year on year, with Unilever, Orange and Volkswagen leading the way in terms of adspend. This growth follows on from February’s strong performance, which saw cinema adspend enjoy an increase of almost 40% year on year to reach £12.1 million, according to the CAA (see Cinema Adspend Rises By 40% In February).
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