Media Release – 7th September 2009

New research shows Cinema’s complimentary role in leading the recent Cadbury Dairy Milk advertising schedule, increasing the effectiveness of the brand’s TV activity.

The research showed that there were significant uplifts in a range of measures including top of mind brand awareness, advertising recall and brand perception amongst people with an opportunity to see the ad in both cinema and on TV compared to those with an opportunity to see the ad on TV only.

Cadbury launched the Eyebrow’s commercial on Cinema, following with a heavy weight TV campaign. This provided an ideal opportunity to assess the effect of cinema in conjunction with TV.

Over 300 Auckland cinemagoers were surveyed to find out what advertising messages they could remember, not immediately after enjoying the movie but over a week later, after having the opportunity to also see the ad on TV.

Top of mind brand awareness was significantly higher amongst those with an opportunity to see the ad in both cinema and on TV, measured at 66% vs. 48% in the control group, a relative difference of 38%.

Ad recall was also higher amongst the Cinema and TV test group, at 74%, a whopping 35% increase on those who had been exposed to the ad on TV only. Those exposed to the ad in cinema remembered more detail from the commercial compared to those exposed to the ad on TV only.

Alongside higher brand awareness and ad recall, improvements in brand perception and consideration were measured amongst those exposed to the Eyebrows ad in Cinema. 9 out of 10 agreed Cadbury is loved by kids and half strongly agreed that Cadbury has ‘great advertising’, they also agreed the ad made the brand seem more appealing.

Cadbury brand manager Natasha Bell said: “The research study clearly showed that the use of Cinema was very effective, more so than TV for awareness and recall.  Hence, cinema was a very good layer to the overall effectiveness of the CDM ‘Eyebrows’ campaign and has maximised the efficiency of the campaign that we would not have achieved from TV only”.

Cinema, as part of a multilayered communications plan, delivered truly exceptional results to Cadbury.

The Cadbury Diary Milk Eyebrows Cinema study was carried out by NZ research company Big Picture who surveyed 323 Auckland cinemagoers with ages ranging between 14-49 years old.

About Val Morgan Cinema Network

Val Morgan Cinema Network is the leading provider of cinema advertising in New Zealand, providing advertisers with a seamless network of cinema locations giving complete coverage across metro centres and provincial areas.

Val Morgan's focus is the continued development of cinema as an advertising medium. In New Zealand we have introduced an improved screen-advertising format, improved advertiser accountability and are developing brand immersion cinema advertising opportunities including foyer promotions, inter-active displays and product sampling. The introduction of these initiatives will enable advertisers to further capitalise on the stunning growth of cinema and its unique role in the media landscape.