Cinema ‘turbocharges’ channel planning in combination with TV and online media

MESH Experience, the market research company, presented new research into cinema media in a WARC Webinar alongside National CineMedia and Screenvision Media.

Need to know

  • MESH and SAWA, the global cinema media association, asked 1,200 people to keep a weeklong “experience diary” recording all engagements with four brands.
  • Two-thirds of cinema experiences were considered to be “positive”, more than any other media channel or touchpoint.
  • Cinema can help to “pull together” media plans and amplify other channel activity, with a combination of TV and cinema twice as likely to drive long-term brand consideration.
  • The medium provides a unique opportunity to reach consumers with more complex messages, enabling a “heightened level of comprehension”.
  • Levi’s achieved the highest positivity for its cinema ad, ‘Circles’,...

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