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
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.’