The breakthrough study concludes that cinema is the number one media platform for consumers’ attention to advertising when measured against all other video platforms, including TV, CTV, social and digital
The major finding proved that ads played in movie theaters ranked number one for consumers’ attention when measured against all other video platforms. Other key findings include:
- GREATER ATTENTION SCORE: Cinema attention scores were four to seven times greater than all other video channels including TV, CTV, social and digital ads, across a variety of brands and categories.
- SIGNIFICANTLY MORE CONSUMERS WATCHING: Two and a half times more consumers watched ads playing in a movie theater compared to TV and CTV – 97% for cinema ads versus 38% for TV and 35% for CTV ads.
- LONGER DURATION: Consumers watched cinema ads for a longer duration compared to other video platforms – three times TV and CTV and up to ten times social media.
- CORRELATION WITH RECALL AND CHOICE: A direct correlation was found between attention metrics and brand recall and brand choice – higher attention metrics leads directly to enhanced performance of the advertising which can result in increased sales lift, foot traffic and app downloads.
The study used Lumen’s proprietary eye-tracking technology to determine attention metrics and applied questionnaires and brand choice methodologies to correlate the impact of the ad attention on subsequent recall and intention to purchase.
Wendy’s, adidas and 10 other brands across retail, automotive, apparel, CPG, QSR, telecom, entertainment and pharma participated in the study.
NCM’s cinema attention metrics will enable dentsu to determine the value of that attention - as they combine it with the cost and recall scores - and compare it to other channels and platforms in their broader database. Their teams will now be able to include cinema as part of the overall decision-making process using those metrics and benchmarks.
“As we celebrate the fifth-year anniversary of our dentsu Attention Economy initiative, we know that attention metrics can increase media effectiveness of plans and are eager for broader adoption across the industry. We’re thrilled that NCM has taken this step to expand the industry’s overall attention knowledge by testing in cinema, and the results speak for themselves. With a proven, captive, and attentive audience in seats, we can leverage the attention data we have to understand how to incorporate cinema as part of an overall channel mix,” said
"If there's one thing we've learned over more than ten years tracking attention metrics, it's that you never know what advertisement or medium will be the most engaging for consumers. We are thrilled to have worked with NCM to track cinema goers' attention when viewing ads in the movie theater," said
“We are seeing the marketplace start to shift from the long-time legacy metric of ‘exposure’ to the more relevant new measure of ‘attention’ when analyzing the relative value of media platforms,” shared
Moviegoers were recruited to participate in the study and watch a showing of Black Panther: Wakanda Forever at a state-of-the-art theater in
TV and CTV Norms: TVision data (Jan-
Digital Norms: Attention Economy figures based on US Lumen Mobile Passive Panel Data (2021, Impressions = 3,775)
This press release contains various forward-looking statements, within the meaning of Section 27A of the Securities Act and Section 21E of the Securities Exchange Act of 1934, that reflect management’s current expectations or beliefs regarding, among other things, consumer preferences and behavior, the effectiveness of cinema advertising, and the appeal of the advertising network. Forward-looking statements are subject to a number of important factors, risks, uncertainties and assumptions that could cause actual results to differ materially from those described in any forward-looking statements. Please refer to
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