Cinema ads reach favoured female group, says survey

Female ABC1s aged between 35 and 44 is the group most commonly reached by cinema advertising.

According to research by the Cinema Advertising Association, 92% of this grouping is regularly exposed to cinema advertising. They were followed by ABC1 women aged 45 plus, 87% of whom were regularly exposed to cinema ads..

The association's Film Audience Measurement and Evaluation research also suggested that non- broadcast cinema ad formats are increasingly proving effective. More than three quarters of cinema-goers take note of foyer posters, rising to 80% among 15 to 24-year-olds.

The research also claims that cinema-goers are, on average, exposed to foyer ads for 18 minutes at a time.

It also found that emerging cinema media channels are proving popular. More than half (55%) of all cinema-goers download ads via Bluetooth in cinemas, while 72% of those aged between 15 and 24 do so.

Chris Hall, research account director for Carlton Screen Advertising, said the research showed that cinema offers advertisers an audience that is "attentive and ready to absorb" brand messages.
Theatre-based cinema remains 87% of respondents' most popular out-of-home activity. By comparison, 44% of respondents claim that attending concerts is their favoured out-of-home activity.

The research was based on a sample size of 3,000 cinema respondents aged seven and upwards, and is conducted online by TNS.

Source: Media Week

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