Insight into 15 - 34 years
Cinema provides a shared experience for a high proportion of young adults - the chart shows how regular cinema goers aged 15-34 are more sociable on their Saturdays than the average 15-34 yr old.
87% agree that it provides a great night out
They are 3.6 times more likely to agree that the cinema is one of their favourite activities
3 times as likely to go as a part of a large group of friends
Nearly 2/3rd (62%) are considered opinion leaders amongst their peers (friends ask advise on new products/brands)
That a group of friends choose the cinema to be their entertainment helps to foster a relaxed frame of mind amongst participants, making them feel more open and receptive to the advertising. It is possible for advertisers to create a greater level of engagement.
There is less ad-avoidance than in other media - they actively choose to be present for it….83% like to watch the trailers
75% of 15-34 cinema goers* often notice the ads in cinema
They are 2.5 times more likely to find cinema advertising more enjoyable than TV ads
47% believe that advertising gives them useful info on products and services
76% often notice the posters in the foyer
This shared experience gives advertisers the opportunity to create talkability within peer groups in a medium that provides high levels of commercial impact
Source: IPA TouchPoints, 2006
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