A 2005 Impact Study conducted by the research firm Taylor Nelson Sofres, (TNS) showed that in-cinema advertising generates stronger levels of awareness, likeability and loyalty than traditional media advertising.

In 2003, Screenvision, in collaborations with Nielsen Media Research Inc., advertising agencies, theatrical exhibitors, and the Cinema Advertising Council, spearheaded the first effort to make cinema advertising a measured medium.

In 2007 Jack Myers published an emotional connections study to take a closer look at consumers perceptions and attitudes toward media.

In that same year, Arbitron Inc. published a landmark report that revealed moviegoers regard cinema advertising as more interesting than television ads. The report also recommended that advertisers who target younger, affluent, active consumers use cinema advertising as part of their media mix.