WARC cites a study from Digital Cinema Media, which suggests that viewers exposed to cinema ads were two times as likely to recall a brand as those exposed to the TV ad. Cinema audiences were four times as likely as television audiences to be emotionally engaged.
However, with television reaching 93% of the UK population in a week, while cinema may be “a more powerful and emotionally engaging medium for brands than television”, it lacks the everyday reach of the latter. As Thinkbox CEO Lindsey Clay put it, “Cinema is a great addition to TV advertising but in no way is it a replacement.”
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