Pearl & Dean
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The Sorcerer's Apprentice
Release date: Out Now
Est. admissions: 1,530,000
Main audience: BlockBuster
The Sorcerer's Apprentice
Release date: Out Now
Est. admissions: 1,530,000
Main audience: BlockBuster
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Introduction Fame Film Monitor Movie Talk Impact Sources



Research commissioned by Pearl & Dean and DCM to quantify, for the first time, the difference in impact from seeing an ad on television and seeing the same ad at the cinema.

 

Redblue research were commissioned to test recall of 3 different advertisements fro 3 different brands, all of which were launching new creatives on both TV and cinema. For each ad both a TV and a cinema sample were recruited, the TV sample had only ever been exposed to the ad on TV and the cinema sample had only ever been exposed to the ad on cinema. Strict measures were also put in place to ensure that respondents had only ever been exposed to the ad once, this ensured the research was a pure test of one opportunity to see (OTS) on cinema versus one OTS on TV.

 

All respondents completed an online questionnaire having been exposed to the ad 24 hours previously. None of the respondents were aware that the questionnaire was about advertising.

 

Across the 3 brands, those who were exposed to the ad on cinema achieved significantly higher recall than those exposed to the ad on tV. In fact across the 3 brands only 3% of the TV sample were able to spontaneously provide a correct description of the ad but this rose to 25% amongst cinemagoers. The cinema advertising thus proved to be 8 times more impactful than TV.

 

These impact scores have been used to add valuable insight into the cost effectiveness of cinema as an advertising medium. When comparing average CPTs for both TV and cinema across 5 key audiences, the research shows that cinema is 3 times more cost effective than TV if we take into account the fact it is 8 times more impactful.

 

To find out more about this research please download the case study below or contact our Research department