Cinema Recall Research

A cinema advertisement for the Co-operative Bank achieved a recall level of 53%, according to Gallup research commissioned by RSA Advertising. The commercial, which emphasised the bank’s position against animal testing, prompted 1 in 4 of the respondents to say they would like to open an account with the bank.

90% of those who recalled the commercial, which had not been shown on TV, gave an accurate description of its content.

Commenting on the research Paul Butler, RSA Advertising Marketing Executive, said; “Cinema is well positioned within the current debate on quality of television viewing. Apart from the obvious physical supremacy of the medium, a visit to the cinema is also accompanied by a unique sense of excitement and occasion, adding unrivalled value to advertising communication.”

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