Cinema audiences are six times more likely to recall an advertisement they saw prior to watching a film than if they saw it on television, research claims.
The study was compiled for cinema sales house Val Morgan which recorded the response of 800 people watching ads breaking at the same time on both cinema and television.
Chief executive of Val Morgan Damian Keogh said the study was the first time the power of cinema had been measured in comparison to other media.
“It challenges media buyers, strategists and advertisers to look beyond reach and frequency and think about the real viewing environment and in turn the true value of the media they are using,” Mr Keogh said.
Val Morgan marketing director Paul Butler said the rise of personal video recorders, which enable TV viewers to record programs and skip the ad breaks when they play them back, had reinforced that cinema audiences were fully engaged in the pre-roll ad breaks.
“Virtually all (96 per cent) of the cinema audience was present for the advertising pre-show, whilst ad avoidance and multi-tasking behaviour was the norm whilst the TV was on,” Mr Butler said, adding “These results show cinema has a key role to play in amplifying an advertiser’s screen strategy, delivering engagement, impact and cut-through at a level that no other media can match.”
PwC’s five-year forecast for the Australian media and entertainment industry has predicted cinema advertising will grow at a projected 3.4 per cent compound annual rate to $97 million in 2016, from $82 million in 2011.
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