The Arbitron Cinema Advertising Study 2007: Making Brands Shine in the Dark, is a follow-up to Arbitron’s 2003 Cinema Advertising Report: Appointment Viewing by Young, Affluent, Captive Audiences. According to the new Arbitron Study 2007, cinema advertising is one of the fastest growing advertising mediums in the U.S. advertising marketplace. Cinema ad spending is projected to double, from approximately $480 million in 2004, to more than $1 billion in 2008, according to forecasts from Veronis Suhler Stevenson. An estimated 79% of theatres in the U.S. offer commercials before the movie begins.

"Advertisers are looking beyond traditional media in search of new ways to cut through the deluge of marketing messages, said Bill Rose, Senior Vice President of Marketing, Arbitron Inc. These new findings reinforce that cinema advertising continues to reach millions of Americans in an entertaining environment that engages consumers and showcases brands."

A trip to the movies provides a long, uninterrupted time window for reaching consumers with advertising. Moviegoers are on site in the theatre on average 24 minutes before the advertised start time. The movie theatre environment provides multiple touch points for reaching desirable consumers. Advertising on the big-screen results in higher impact, recall and purchase intent.

• 59% of moviegoers recall seeing an ad before the last movie they watched in a theatre
• 53% of moviegoers find ads before movies acceptable, beating out the 46% who deem TV ads acceptable
• 40% of frequent moviegoers are more likely to be early adopters and decision influencers
• 21% of moviegoers are often interested in a product after they see it featured on the theatre screen

The movie theatre is a compelling environment to create a “brand experience” for consumers. Ad message platforms at the movies can include: commercials before the feature, exposure to the preshow on the screen before the filmed entertainment and signage in the lobby and by the concession stand.

With cinema advertising, you can directly reach consumers in your community. Contact your local Screenvision Direct Media Representative to find out how you can complement your cinema campaign with in-lobby promotions and support your advertising with the power of Hollywood. There is no better environment to extend your business message than at the movies. Book now and join the summer blockbusters on the big screen!

What is TOMA? Simply, it means being at the forefront in consumers' minds when they think of the type of goods or services you have to offer. The objective is to get them to think of you first and foremost when they're ready to buy.

By correctly positioning your product or service, you help create TOMA. Also – important – it takes systematic, compelling communications with your targeted consumers to help lodge you and/or your message in their minds.

Repetition in your promotion and advertising starts to create a "presence" in the marketplace and in your prospects' minds. That presence leads to a feeling of familiarity with you, your products and/or services. Familiarity breeds confidence, and that confidence breeds sales. On the other hand, out of sight equals out of mind. This is why you have to keep communicating through one means or another.

Screenvision Direct provides our clients with affordable cinema advertising that drives awareness from consumers that live where our advertisers do business. Only Screenvision Direct has a dedicated, in–house creative department to help produce a clear, simple, eye catching visual designed to communicate your message.

The low clutter with cinema slide advertising compared to local newspapers provides better business specific unaided recall. Screenvision Direct moviegoers are +65% more likely than the local newspaper reader to be able to name a local business unaided.

On a 40-foot screen, your ad generates high recall, impact and is seen by an attentive audience. The Screenvision Direct cinema environment delivers strong, cost-effective brand recall - leading to advertising receptivity and motivation among consumers. Summer blockbusters are right around the corner. Contact your Screenvision Direct Media Representative and book now to showcase your business on the big screen.