Cinema and the internet, promoting combined campaigns
There has been a massive rise in internet usage over the past 5 years with internet penetration amongst adults in the UK now standing at 71% (source: TGI). The adoption of broadband is also on the increase and these developments have led many advertisers to move part or all of their marketing budgets on-line.
Although internet usage is becoming more popular with the older generation, it is still predominantly used by upmarket (ABC1) 16-34yr olds.
Likewise cinema too is becoming more popular with the older generation, but continues to have a high ABC1 16-34yr profile.
The good news for advertisers is that a campaign combining cinema and on-line will allow them to reach this lucrative market at different times of the day. Touchpoints shows that internet consumption for this group is at its peak during office hours (Monday-Friday 9am - 6pm), whereas this group tend to visit the cinema during the evenings and weekends, when internet consumption is much lower. Touchpoints shows cinema to provide advertisers with the ideal compliment to their on-line advertising campaigns.
The slide below shows internet consumption of ABC1 16-34yr olds during the week and at the weekend.
Sources: Touchpoints2006; TGI July 05, June 06
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