3 August 2012 - 3:58pm | posted by | 0 comments

Cinema advertising delivers £2.84 for every £1 spent in the UK

Cinema advertising delivers £2.84 for every £1 spent in the UKCinema advertising delivers £2.84 for every £1 spent in the UK

Cinema advertising achieved the best carryover rate of all media in the UK at 72 per cent per week, a half-life of two weeks, according to research by BrandScience, the business and marketing effectiveness arm of Omnicom Media Group.

Commissioned by Screen Advertising World Association (SAWA) and Cinema Advertising Association (CAA), the research found that cinema delivers three-fold revenue ROI; with €3.07 additional revenue for every Euro spent across Europe, and £2.84 for every Pound spent in the UK.

Sally Dickerson, global CEO of BrandScience, said: “Working with the Cinema Advertising Association (CAA) and other Screen Advertising World Association (SAWA) members across Europe, BrandScience has collated evidence from its Results Vault of over 1100 econometric studies in Europe, of which 111 evaluated Cinema Spend and other media. The meta analysis proves that Cinema delivers a healthy return on media investment, particularly when used as part of an integrated campaign, Cinema performs in its own right as measured by direct RROI (Revenue ROI) and enhances all other main media in assuring higher campaign RROI.”

According to the report, if an ad spend of £1000 delivered 100 sales in the first week, this means it would drive 72 in the second, 52 in the third and 37 in the fourth week following exposure.

Jeremy Playle, board member of the CAA, added: “Whilst many studies continue to prove that Cinema delivers more engagement, reaches light TV and youth audiences, the BrandScience study confirms that cinema doesn’t just deliver soft KPI’s, it also drives strong return on investment for the brands that advertise with us.”

Full results, including RROI’s for specific categories and sectors, will be shared at an event planned for September 2012.

Cinema ad via Shutterstock

Be the first to comment on this article: sign in or register.

Latest Projects from the Profile Hub

Malibu - creating the perfect brand moment to enhance engagement

17/12/2014
The challenge How do you change customers’ perception of...

Driving Sales From Social During Black Friday

16/12/2014
The craze of Black Friday crossed the pond and hit the UK...

BREACH: LETS JACK

16/12/2014
‘Jack’ – the infectious track by British producer Breach...

Launching the Seasonal Cities App

15/12/2014
In Q3 2014 Rooster was tasked with launching the new travel...

Helping a new fitness brand get into shape

12/12/2014
A new concept in gym fitness is being developed and we’re...