In Oct/Nov 2005, the independent research firm Frank N. Magid Associates conducted a study to determine the effectiveness of local cinema advertising. The study found that:
- Moviegoers find cinema ads 65% more memorable than local newspaper ads
- 73% of moviegoers who are familiar with a local business demonstrate the likelihood to purchase; +46% stronger than the average moviegoer
Further findings revealed:
Cinema advertising campaigns deliver return on investment through high recall and purchase intent. Longer running campaigns deliver…
- 76% recall advantage over short-term campaigns
- Twice the purchase intent advantage over short-term campaigns
Moviegoers* are receptive toward cinema advertising and entertainment content.
- 89% of moviegoers enjoy the preshow
- 69% find the slide ads for local businesses informative
- 78% enjoy the movie trivia and movie line quotes
Cinema advertising, when combined with newspapers, delivers to well over half of your community.
- By advertising in only newspapers, you reach only 2% of unique consumers in your community
Cinema advertising increases your customer base by reaching multiple decision makers.
- 92% of moviegoers attend the movies with someone else
- 42% of moviegoers attend with a spouse/partner/date
- 34% of moviegoers attend with friends
- 28% of moviegoers attend with kids
Moviegoers* enjoy a variety of movie genres.
- 63% of moviegoers see action/adventure movies
- 68% of moviegoers see comedies
- 51% of moviegoers see dramas
- 43% of moviegoers see sci-fi movies
The study provides solid evidence of Screenvision’s effectiveness and consumers’ strong relationship with local advertising in the Screenvision environment. For more information about this study and other Screenvision research, please contact your Screenvision account representative.
Source: Frank N. Magid Associates Oct/Nov 2005
Moviegoer n=310
Methodology: Screenvision Direct appointed Frank N. Magid Associates to conduct a mall and theatre intercept survey in Chicago, Raleigh-Durham, and Denver. 606 participants aged 18-54 completed the survey (310 in-theatre, 296 in-mall). The survey was fielded October 28th-November 14th, 2005.
*Simmons Teens/Adults Fall 2005 Full Year Study; base = P12+
Moviegoer = Attended the movies once a month or more
Question wording: "What type of movie do you usually see?"
