An extensive research program has proved that cinema advertising has a significant impact on consumer’s propensity to buy and drives return on investment for advertisers. 

The research, conducted by AMR Interactive, involved eleven Australian advertising campaigns from leading brands across a broad range of product categories. 

How the research was done: 

In each campaign tested the same creative execution was running concurrently on cinema and television.

Over 4000 online interviews were conducted across the eleven campaigns.

To ensure relevance all respondents were within the primary demographic target audience for each campaign and were also buyers of the product category.   

Key insights: 

People impacted by Cinema and TV advertising for the brand demonstrated a three-fold increase in propensity to buy the brand, compared to the uplift measured amongst those recalling TV advertising only.  

The research proved that Cinema, when used in conjunction with TV, delivers a higher uplift in propensity to buy for advertisers than the same budget used exclusively on TV. 

Taking into consideration the average investment in Cinema and TV across the eleven campaigns, per media dollar spent, the combination of Cinema and TV was found to be 36% more effective in driving increased propensity to purchase than TV alone.

Compared to people impacted by TV only, those impacted by Cinema and TV advertising demonstrated:

·         Higher brand liking

·         Higher brand image

·         Higher advocacy for the brand

·         Perceived the brand as representing better value

·         More favourable response to the brand’s advertising

“We are confident that ‘best practice’ research was undertaken to ensure a rigorous study of the effectiveness of cinema, relative to TV, was carried out. The key findings demonstrate that cinema advertising exposure, across the eleven campaigns, had a significant impact on propensity to purchase the brands tested and delivered a greater ROI for expenditure, than using TV alone.” Brian Fine, Chairman, AMR Interactive