Carlton study proves power of fmcg cinema advertising

By JONAH BLOOM, campaignlive.co.uk, Monday, 15 November 1999 12:00AM

Cinema advertising sales people have a new weapon in their armoury in the form of evidence that cinema ads lift fmcg sales.

Cinema advertising sales people have a new weapon in their armoury

in the form of evidence that cinema ads lift fmcg sales.



The evidence comes in the form of research conducted by Carlton Screen

Advertising in conjunction with Taylor Nelson Superpanel. It tracked the

effect of cinema ads on product sales in four categories: potato crisps

and snacks, rice and pasta, shampoos and conditioners, and hair mousses

and gels.



Each brand was advertised solely on-screen for a minimum six-week period

and research was carried out both pre- and post-campaign. Carlton Screen

was particularly keen to demonstrate the positive effect of advertising

within strong, blockbuster films, therefore justifying the premium price

of such film packages in the marketplace.



During the period of the cinema advertising, potato crisps and snack

sales rose an impressive 27 per cent according to the survey.



Sales of shampoos and conditioners among regular cinema-goers increased

six per cent. Sales of hair mousses and gels rose as a result of the

solus cinema campaign too - sales were 8 per cent higher among cinema

goers than among the general population.



Charlotte Stockting, head of marketing and research at Carlton Screen,

said: ’Planners have been crying out for hard evidence that cinema ads

can influence buying decisions. Now we have it, we can demonstrate the

power of following specific film product.’



This article was first published on campaignlive.co.uk

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