At DCM’s upfronts event this morning at Bafta in Piccadilly, Vincent Blaney, the European brand director, media and digital at Millward Brown, presented the findings of a wide-ranging study to advertisers and agencies.
Millward Brown brought together the combined learnings of 183 CrossMedia case studies from across Europe, 88 of which were in the UK, and examined how each medium performed against five metrics.
Pound-for-pound cinema outperformed all of the other media in all but one of the five metrics.
Cinema was the strongest medium for making brands memorable with a return of investment (ROI) of 2.9 per cent, ahead of TV with an ROI of 2.5 per cent.
The best performing media for driving love was also cinema with an ROI of 2.4 per cent, followed by TV with an ROI of 1.4 per cent and press with 1.1 per cent.
Millward Brown found it was also important for campaigns to generate brand difference. Cinema delivered the biggest contribution to brand difference with an ROI of 2.9 per cent, followed by magazines with 1.9 per cent.
Blaney said: "It’s great to stand here talking about cinema and magazines. We have seen an increase in numbers in cinema but while people are still reading print you should still be using it as a channel if it’s still working for your brand."
Cinema and magazines were also the most successful media for turning audiences into customers. Millward Brown found cinema’s ROI for brand consideration was 3.6 per cent, ahead of magazines on 2.1 per cent.
Magazines performed the strongest for brand recommendation with an ROI of 1.7 per cent, which was followed by cinema with 1.4 per cent.
Blaney said: "The key takeaway is that multiple touch points typically make stronger brand impact as long as creative being deployed is the right type of creative.
"All channels can do the job and can drive the brand. It’s about how you utilise those channels. Cinema has a very clear role but in some other areas there is not as much focus on the objectives."
When Millward Brown looked at the combined brand impact, cinema was the strongest 'pound-for-pound' with a ROI of 2.4 per cent, followed by magazines with an ROI of 1.7 per cent and TV with 1.6 per cent.
Blaney said cinema, in combination with TV, could multiply the effectiveness of television campaigns, suggesting that it might be more efficient to move some of a brand’s TV budgets onto cinema.
He continued: "It’s about building box office brands, understanding the power of those channels and getting those things right. Within that mix cinema is performing very, very strongly and is certainly not a channel to me missed, if you pardon the pun."