Advertisements in cinemas have an audience recall 12 times greater than commercials on television, says a report published by Opinion Research Business on behalf of the Cinema Advertising Association.
The report compared the impact of cinema advertising against television on the first showing of a new ad, using Virgin Atlantic’s cinema campaign targeting economy passengers.
From a sample of six hundred 20-39 year olds, the next day total recall of the cinema ad was 50% against a 4% recall of the TV ad. For recall a fortnight later, 21% remembered having seen the ad at the cinema, whereas there was zero recall for the TV ad. Cinema-goers were also able to recall a considerable amount of the detail from the Virgin Atlantic advertisment.
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