Cinema advertising proven to increase propensity to buy
Cinema and TV advertising proven to deliver three-fold increase in propensity to buy compared to TV alone.
An extensive research program of fieldwork into Australian campaigns has proved that cinema advertising has a significant impact on consumer's propensity to buy, driving potential return on investment for advertisers. The research, conducted by AMR Interactive, involved eleven advertising campaigns from leading brands across a broad range of product categories.
Looking at consumers impacted by each medium, the research found that cinema added potency to the effectiveness of TV advertising, critically increasing the likelihood to buy the advertised brand.
This new research adds further understanding as to how cinema's well recognised attributes in terms of the captive audience, the unique environment, movie-going experience and unrivalled advertising impact translate to quantifiable measures of advertising effectiveness.