Cinema ads are effective in holding the attention of big-screen audiences, according to a recent study*.

Cinema advertising group National CineMedia, in partnership with measurement company Lumen and advertising holding group dentsu, looked at cinema’s ‘attention score’ and found it was highest for 60-second ads. 

Why it matters

Cinema is a distinctive advertising channel because of the creative possibilities and unique environment it provides for brands. Tracking attention in this area can be challenging, but can also help marketers understand exactly where this channel should fit into the wider media mix.

The numbers

• The metric was determined by dividing the...