New Screenvision Study Results Show In-Cinema Ads Are More Effective Than Traditional Media Ads

New York, NY - (April 21, 2005)

Screenvision, the leading in-cinema advertising company in the U.S., announced the results of its recent Impact Study, conducted by independent research company TNS, which finds that consumers are more likely to consider and choose a brand when in-cinema advertising is part of the overall media mix. The study was conceived in response to the ad community’s desire to learn more about the effectiveness of advertising in Screenvision’s format and environment.

“The Impact Study represents a rigorous test of Screenvision’s effectiveness, and we passed with flying colors,” said Jason Brown, senior vice president of sales, for Screenvision. “This unprecedented research compares advertising in Screenvision cinemas to advertising with the same creative on traditional media. The results clearly demonstrate consumers bond with brands they see advertised in-cinema, driving consideration and purchase intent, leading to brand trial and loyalty.”

The study tested advertisements from brands across various categories including packaged goods, automotive, consumer electronics, apparel and quick service restaurants. Using television as a benchmark, study findings include:

Moviegoers who saw in-theatre advertising are 44% more likely to remember the ad than consumers who saw it on TV;
Moviegoers who saw cinema advertising are 70% more likely to correctly identify the advertised brands;
Cinema advertising has longevity. Up to one week after seeing commercial at the movies, nearly half of consumers could name the specific brands they saw advertised;
Moviegoers are nearly 70% more likely to be motivated by ads, meaning they find the ad relevant to them and would like to see it again;
Moviegoers are also more likely to exhibit increased interest in the advertised brands, have a better opinion of the brands and talk to others about a point brought out in the ad.

“Our clients are committing ever increasing dollar amounts to our market leading network and it is our responsibility to demonstrate that the trust of our clients is well placed,” said Matthew Kearney, President and CEO of Screenvision. “This groundbreaking study provides tangible evidence of consumers’ strong relationship with advertising in the Screenvision environment and will fuel further demand for our screen time in the future.”

In-depth results from the study will be co-presented next week by Lauren Zweifler, VP of Research & Strategy, for Screenvision, and Doug Keith, Vice President - Client Service, for TNS, at the Advertising Research Foundation (ARF) Annual Convention in New York City.

About the Study

The Impact study was conducted in three phases in six DMAs (NYC, Chicago, Denver, Seattle, Houston, Charlotte). All respondents were ages 16-49, split evenly among men and women – representative of the U.S. movie-going population. Data is weighted to gender/age proportions of movie-goers. All three phases were conducted in November 2004.