The reach of cinema advertising in Australia will be measured for the first time from the end of this year.
Val Morgan Cinema Network is due to launch a new ratings system before the end of 2012, which will measure how many pairs of eyes see which ads on the big screen.
The network will use the purchase data of Hoyts Rewards’ 300,000 members, as well as admittance data from cinemas, to analyse what cinema audiences are watching and their demographic profile.
Damian Keogh, chief executive at Val Morgan (pictured), told B&T: “Traditionally, cinema has been bought on screens as opposed to eyeballs. We’re moving more towards an eyeball sell.
We will be able to provide guaranteed results on how many people have been to which cinemas and seen the ads."
Confident about cinema advertising’s future, Keogh believes that the big screen could soon be “the last place that people enjoy watching ads”. “Consumer are much more in control of what they get, which is placing pressure on traditional ad formats,” he said. “More advertising is hitting people and they’re getting better at swatting it away. Cinema is more powerful than ever in that regard.”
And with recent Val Morgan research demonstrating that cinema has six times the power of TV when it comes to engagement, silver screen advertising has plenty to shout about.
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