Nielsen IAG Data Study Demonstrates How Cinema Boosts TV Effectiveness Significantly
New Five-Plus Year Analysis Proves the Cumulative Ad Effectiveness of Pairing Cinema with TV
The analysis included over 1,350 standard ads spanning 29 distinct product categories. Utilizing Nielsen IAG's web-based panel technology, General Recall, Brand Recall, Message Recall and Likeability scores were collected from persons exposed to advertising within NCM's FirstLook pre-show program in movie theaters, as well as from broadcast and cable television over the past five years. For each ad measured, the creative was either identical or similar in both media. Panel data was then segmented to analyze reactions of persons exposed to each medium alone, and in concert.
The results revealed that the cinema experience has a significant influence on enhancing a consumer's ability to recall and enjoy advertising:
- Overall, cinema is more effective than TV alone, yielding higher Recall and Likeability scores across all metrics.
- Combining cinema with a TV special leads to significantly greater impact across all metrics. Brand Recall saw a 65 percent lift while Message Recall roughly doubled (+94 percent) and Likeability increased 79 percent as compared to TV only.
Of the 29 categories included in the analysis, performance of every
single category improves when combining cinema exposure with TV, but CPG
categories enjoyed the greatest benefits from combined exposure. On
average, Message Recall of CPG ads increased 112 percent when cinema
exposure was combined with TV. Health & Beauty,
"Past research has usually indicated a higher rate of recall for
on-screen cinema ads compared to the same ads running in television,"
said
"With everything the marketplace is currently seeing in terms of
television audience fragmentation and erosion, this study truly proves
what a great complement cinema makes to any TV buy, especially when you
consider that cinema is the number one network on the weekends," added
Many brands and agencies have started recognizing the winning
combination of cinema and TV, including CEO of
For a copy of the full study, please contact
About
NCM
operates NCM Media Networks, a leading integrated media company reaching
U.S. consumers in movie theaters, online and through mobile technology.
The NCM
Cinema Network and NCM
Fathom Events present cinema advertising and events across the
nation's largest digital
in-theater network, comprised of theaters owned by
NCM Media Networks
amy.finnerty@ncm.com
or
lauren.leff@ncm.com
Source: NCM Media Networks
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