Cinema ads register strong attention scores

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...
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