Cinema ads offer twice as much brand retention than TV, claims DCM study
Cinema goers are twice as likely to recall ads they see in the cinema than those they see on TV, according to research from Digital Cinema Media (DCM) and Hall & Partners.
The study of 1,200 people compared the effectiveness of ads in the cinema to those on TV. It found that viewers were twice as likely to recall an ad on the big screen than at home on TV.
When shown an unbranded still from an ad, cinema goers were three times more likely to recall the brand, with 43 per cent of movie goers providing correct answers compared to only Read full story ›
Source: The Drum
