Cinema ads register strong attention scores

Maya Yegorova

Cinema is an effective platform for holding consumer attention in response to ads, according to research from National CineMedia, Lumen and dentsu.

Attention scores for cinema ads are four to seven times higher than for other types of video – including on television, social and digital platforms – a new study has found.

These insights came from a new report, entitled ‘Cinema in the Media Mix: Benchmarking Attention to Cinema Ads vs All Other Media’, that was released by cinema advertising group National CineMedia, and produced in a tie-up with attention measurement company Lumen and advertising holding group dentsu.

How the study worked

  • Over the course of two days, six screenings of Black Panther: Wakanda Forever were shown to 151...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands