Cinema continues to connect with consumers despite downturn

Cinema has continued to connect with consumers and leads other channels in terms of advertising ‘talkability’, according to the Cinema Advertising Association’s latest data.

The third annual Film Audience Management and Evaluation (FAME) study reveals that visual media is leading the way in creating advertising which gets people talking, and within this cinema comes out on top.

Cinema just has the edge over TV advertising with 46%, however, both mediums share a significant lead in terms of impact over outdoor, newspapers, internet and radio.

The CAA’s research found that this figure increased further among young cinema audiences, with three out of five 15-19 year olds agreeing they are likely to talk about cinema commercials.

The survey, conducted by TNS, also confirmed that cinema has grown in popularity during the recession, with 62% of people agreeing that they still spend the same on the cinema despite the credit crunch, compared to other out-of-home activities.

Consumer engagement with cinema advertising also remains a key benefit of the medium, with audiences approaching advertising in a relaxed and happy mindset, according to FAME.

Opportunities for brands to engage with cinemagoers away from on-screen advertising also remains strong, such as posters in cinema foyers.

CAA’s Anna Cremin said: “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.

“Cinema advertising is an incredibly attractive medium which combines impact, with reach and ‘talkability’. Add to this a unique environment providing a captive audience receptive to brand communication, and it becomes even more effective 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, a CAA spokesperson, added: “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.”