The power of the big screen: The role of cinema advertising in Australia's media mix

This study by Val Morgan and Kantar Millward Brown offers insights into the impact of cinema advertising on audience reach, based on data from 60 Australian campaigns.
  • An Ad Reaction survey of 600 Australians showed that 47% are most receptive to ads played in a cinema, ahead of OOH (41%) and TV (39%).
  • Campaigns which included cinema out-performed average Australian campaigns with the biggest incremental impacts on Brand Equity and Image measures.
  • About half of cinema's impact was delivered on its own, and an additional half was driven by people seeing ads on cinema plus one other screen – cross-channel impact contributes on average to between 20-35% of overall brand effects.
  • Where cinema shone the most, impacting on Differentiation, the contribution to metrics was...

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