Cinema ads more effective than TV

Cinema advertising is eight times more effective than TV in terms of brand recall, according to Cinema Advertising Association research.


It found that when asked to recall an ad seen on TV for the first time the previous day, only 3% of survey respondents could accurately describe the creative. However, among cinemagoers exposed to the same ad, accurate recall was eight times higher, at 25%.

Based on that finding, the association concluded that across five target audience groups, including 15 to 34-year-olds, cinema advertising can be as much as three times more cost-effective than TV advertising.

The research, undertaken for the association by RedBlue Research, also selected three brands – Lexus, Brylcreem and British Airways – to test the effectiveness of cinema ads.

It found that brand awareness was 20% higher among cinema¬goers exposed to the brand’s ad, while enjoyment of the ad was 12% higher among cinemagoers compared with TV viewers of the same ad.