Measuring the Impact and Effectiveness · 2018-03-03 · • Cinema can boost awareness when a...
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1 Measuring the Impact and Effectiveness of Cinema Advertising Prepared for Cinemark 18 th September 2012 9032_47103964
Transcript of Measuring the Impact and Effectiveness · 2018-03-03 · • Cinema can boost awareness when a...
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Measuring the Impact and Effectivenessof Cinema Advertising
Prepared for Cinemark
18th September 20129032_47103964
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Youth
Stro
ngho
ld • Brand conscious• Early adopters• Huge potential
spending power• High levels of
influence on household purchase decisions
• Highly sociable
Afflu
ent M
arke
t Ske
w • Economically active, highly lucrative market
• Can afford high ticket items
• Influential and well-connected
• Can afford to go to the movies more often
The E
xper
ience • High impact of
the BIG screen• Guaranteed
captive audience in a good frame of mind
• No ad zapping/ channel surfing
• A place to escape and relax
Why Cinema?
Why Cinema?
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= Higher levels of noting and liking???= Improved ROI???
= A more engaged, receptive market
Objectives
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“To evaluate whether adverts that launched concurrently on both TV and Cinema are responding at higher levels than commercials that launched on
TV in isolation”
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1984 to 2011 LSM 5-10
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Noting %
Average Noting Linear (Average Noting)
Adtrack Trend Data - Average Noting %
This clutter has had an enormous impact on noting levels over time, with Client's media budgets needing to work much harder…
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1984 to 2011 LSM 5-10
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Average Liking
Average Liking Linear (Average Liking)
Adtrack Trend Data - Average Liking
However, liking is on the increase… This is an indication that the quality and calibre of commercials being produced is improving
Our Tracking and Measurement
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• All new brand commercials are tracked in the 3rd week post launch
• In this week we measure the following:• Prompted Awareness: Have you seen any advertising for Brand X?• Verified Noting: If yes, please describe the commercial (80% verification required)• Liking: Please rate the commercial on a liking score out of 10
• We received a list from Cinemark of the brands who advertised on Cinema at launch and classified our database into two categories – TV only and TV plus Cinema
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% Noting
Duration (Seconds)
TV Only TV and Cinema
<30 30 >30
Effective Noting-Total
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8 Source: Millward Brown’s Adtrack Database
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A stronger Noting result is seen amongst executions that launched on both TV & Cinema simultaneously. Commercials longer than 30 seconds tend to generate the strongest awareness levels. Delta (% uplift off norm) = 38% (previously 35%).
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% Noting
Duration (Seconds)
TV Only TV and Cinema
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Effective Noting-Females
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% Noting
Duration (Seconds)
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Effective Noting -Males
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A stronger Noting bias is evident amongst Male respondents with executions that launched on both TV & Cinema simultaneously with a 30 second generating the greatest uplift response when compared to adverts with TV exposure only.
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Duration (Seconds)TV Only TV and Cinema
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Effective Noting- Ages16-24
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% Noting
Duration (Seconds)
TV Only TV and Cinema
<30 30 >30
Effective Noting - Ages 25-34
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% Noting
Duration (Seconds)
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Effective Noting-Ages 35-50
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% Noting
Duration (Seconds)TV Only TV and Cinema
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Effective Noting - Ages 50+
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A bias is evident amongst the younger age group, 16-24, with the highest noting levels achieved in comparison to the other age groups. Older age groups show less efficiency amongst ads that launched on both TV & Cinema, albeit at a higher level than TV alone.
Developed Market key learnings
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1. Adverts on both TV & Cinema show a significant increase in Noting responses relative to those adverts on TV only
2. This effect occurs across all durations
3. The effect is biased towards longer duration executions
4. A bias towards the Male and Age 16-24 segments is seen• Both these segments are relatively 'hard to reach' TV Audiences
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1. Cinema continues to prove itself as an effective medium that works very well in conjunction with TV• Cinema can boost awareness when a synergistic approach is utilised• Take-out of Cinema advertising is stronger probably due to the big screen impact, less
interruptions and distractions, as well as a more engaged target audience in an attentive frame of mind
2. Overall, a 38% improvement in response is evident. This is a slight increase relative to the previous 2000 study and suggests that cinema continues to be effective at generating noting uplifts for TV advertising – this is despite general declines in TV noting levels over the same period
3. Perfect “Big Brand” platform, with the bigger brands dominating the top performing adverts list – this is especially relevant for brands targeting younger and male audiences
Overall key take-out
Overall summary
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“The combination of Cinema and TV exposure is greater than the sum of the parts”
