Cinema Advertising Gives Greatest Cut-Through
Cinema-goers are likely to be more receptive to advertising messages than those watching TV or surfing the internet, according to the Cinema Advertising Association’s latest research.
The cinema body’s research study, FAME (Film Audience Measurement and Evaluation), which was rebranded from CAVIAR (Cinema and Video Industry Audience Research) last year (see Cinema Research Study Re-Brands), has shown the medium to be in strong health with its 24th annual survey.
The study shows that 92% of people enjoy going to the cinema as compared to the other activities surveyed, whilst people are more receptive to ads on the medium because they claim to be more relaxed, engaged and attentive.
Advertising is seen by consumers as part of the cinema-going experience, with 34% saying that cinema would be worse without the ads – more than any other medium.
Segmentation carried out by TNS and the CAA means that the cinema audience can now be split into segments defined by general lifestyle rather than demographic – across the seven cluster groups of ‘Love Life’, ‘Entertainment Hoovers’, ‘Busy & Distracted’, ‘Free & Single’, ‘Homebodies’, ‘Culture Vultures’ and ‘Active Socialites’. This provides new ways to identify both brand target audiences and film viewing patterns within the cinema audience.
Other developments in the research include more detailed information on foyer advertising, to reflect the increasing brand presence in foyers that complements on-screen campaigns. Eight out of ten of cinema-goers tend to notice posters in the foyer whilst two thirds notice standees, showing the huge value of integrated cinema campaigns.
Findings from the research study, now conducted by TNS, are being made available to subscribing media agencies, film distributors and cinema industry bodies.
The online research interviewed 3,000 people over seven years old who have been to the cinema in the past six months. All questions referred to participants’ last visit to the cinema rather than their ‘usual’ visit as had been the case with CAVIAR.
“These findings from the revamped industry research into audience behaviour are incredibly positive,” said Jackie Colvin, head of research at Pearl & Dean.
“FAME shows that not only do consumers still enjoy the cinema experience, but that while there they are very receptive to advertising and brand messages. The popularity of combining a trip to the cinema with other purchasing and social activity makes it a powerful and engaging advertising medium that influences almost-immediate brand decisions as well as longer-term buying and brand-building.”
Chris Hall, research account director at Carlton Screen Advertising, added: “The new FAME research is already proving invaluable for understanding the changing film and cinema marketplace.
“There is now more thorough investigation possible than ever before on genres, sources of information on film choice and advertising effectiveness combined with new and unique audience segmentation. Research from FAME delivers a greater level of accountability of the cinema medium and understanding of how cinema fits into people’s busy lives today.
CAA: 020 7534 6363