Screenvision’s Big Event Study Proves Cinema Out Delivers When Adding Screenvision to Big Event TV Advertising
Screenvision, a national leader in cinema advertising, announced the results of its Big Event Study, conducted by independent research company Lieberman Research Group. The results unveil that Brand Awareness, Purchase Intent and Brand Affinity are stronger when brands advertise in both Big Event TV programs and with Screenvision. The research was conducted in response to the marketplace’s desire to learn more about the effectiveness of advertising with Screenvision and during high profile TV events.
The test measured commercials in a Big TV Event and then the same ads that ran with Screenvision for the ensuing Cinema four week period. The Big Event Study findings include:
* In comparison, the Screenvision campaign delivered 5 times higher unaided brand recall vs. Big Event TV
– Among the moviegoers surveyed, 26% did not view Big Event programs, illustrating that Screenvision can provide incremental reach
– The moviegoers in this study delivered an average age of 35; nine years younger than Big Event TV viewers
– Among moviegoers who had a preference, they liked the ads 3.4 times more on Screenvision than on TV
* The combination of Big Event TV and Screenvision advertising delivered double digit increases on ROI deemed metrics among moviegoers who recalled the ads in both sectors:
– +55% higher Purchase Intent among all moviegoers
– +42% higher Brand Affinity among all moviegoers
“The marketplace realizes that movies at the theatre are big event offerings, with new titles launching every weekend,” said Michael Chico, Executive Vice President, Sales, Marketing & Research, Screenvision. “The results clearly demonstrate that consumers bond with brands they see advertised in cinema, which drives consideration and purchase intent, leading to increased brand trial and loyalty. This research compares advertising in Screenvision theatres to the same creative in high-profile TV events such as the Super Bowl, Golden Globes, Oscars or Emmys.”
“For eight years we have executed over a hundred research studies on behalf of Screenvision and its clients to measure the effectiveness of cinema ads,” said Jennifer Francis, Vice President Lieberman Research Group. “We’ve seen a lot of these campaigns perform well in the cinema environment in nearly every category, from automotive to CPG to financial, across key advertising metrics. It’s no surprise that the combination of running a campaign with Screenvision after a Big TV Event enhances effectiveness.”
ABOUT THE STUDY
Measured Big Event TV advertising through an online survey 24 to 48 hours after broadcast. Measured Ad Recall & Likeability, Brand Affinity and Purchase Intent. Total respondents = 1,013. Data based on those who watched the Big Event. Survey conducted Q1 2010.
Measured Cinema campaign and combination of Big TV Event + Cinema through in-theatre exit research fielded by Lieberman Research Group. Tests were conducted in four DMAs (Dallas, Pittsburgh, San Diego and Kansas City) among adults 25-54. Measured same metrics as TV online survey as well as the impact of viewership of ad on TV and in Cinema. Fielding was Q1 2010.
ABOUT SCREENVISION
Headquartered in New York, N.Y., Screenvision is a national leader in cinema advertising, offering on-screen advertising, in-lobby promotions and integrated marketing programs to national, regional and local advertisers and providing comprehensive cinema advertising representation services for its theatrical exhibitor partners. The Screenvision cinema advertising network is comprised of over 15,000 screens in 2,400+ theatre locations across all 50 states and 93% of DMAs nationwide; delivering through more than 150 theatrical circuits, including 10 of the top 15 exhibitor companies. For more information: http://www.screenvision.com.
ABOUT LIEBERMAN RESEARCH
Since 1966, Lieberman Research Group (LRG) has dedicated itself to partnering with our clients to enable them to make better business decisions and meet their overall business goals. LRG has become one of the largest and fastest growing independent market research companies in the world by providing uncompromising quality service to our clients. LRG has annual revenues in excess of $30 million and currently staffs over 500 people and is the sole US representative of the Global Research Alliance. www.liebermanresearch.com
