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BizReport : Advertising archives : April 22, 2010

Big-Screen ads engage consumer emotions

You know those ads on movie screens prior to the Coming Attractions and the Feature Presentation? Turns out they have more of an impact that many of us thought. A new report from the Cinema Advertising Council (CAC) found that ads at the cinema engage consumers' emotional responses, always a good thing.

by Kristina Knight

CAC.jpgThe NewMediaMetrics 360 Cross Platform Study found:

• 44% consumers who purchases health and beauty products were emotionally attached to movies
• 29% of health and beauty purchasers were attached to television
• 43% of CPG consumers were attached to movies
• 28% were attached to television
• 43% of Casual Dining consumers were attached to movies
• 28% were attached to television

"Over the past 10 years, Emotional Attachment has been proven to be a predictive means of measuring consumer product purchasing and media behavior," said Gary Reisman, NewMediaMetrics principle. "On a brand by brand basis, different media are more effective at reaching a brand's high-value targets. Consumers are highly attached to the movies and they went to the cinema in record numbers in 2009. Our study shows that movies are a powerful part of the media mix and an excellent way for brands in key categories to connect with customers."

Researchers studied the responses of more than 3,000 people between ages 13 and 54. They measured cinema, television, radio, magazines, Internet and 'other' out-of-home media such as billboards.

Tags: advertising, cinema advertising, Cinema Advertising Council

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