Cinema ads twice as cost effective as TV, claims CCA

The Cinema Advertising Association claims to have research which proves cinema advertising is twice as cost effective as television ads.

The Cinema Advertising Association claims to have research which

proves cinema advertising is twice as cost effective as television

ads.



The industry body - an alliance between rivals Carlton Screen

Advertising and Pearl & Dean - wanted to measure the effectiveness of

combined TV and cinema advertising campaigns.



The CCA used the Honda HRV ’joy machine’ commercial - screened on TV and

in cinemas during March and April.



The research company Millward Brown conducted 1,155 interviews with

people of driving age, to assess the impact of the advertising.



The TV rating system of gross rating points was applied to the cinema

advertising. It was found that the cost of achieving 256 TV GRPs

(achieved by the cinema ad) was twice as high when the advertiser used

TV.



Also, 28 per cent of those who spontaneously recalled the HRV commercial

said they saw it at the cinema.



Three months later, recall of the TV ads fell from 17 per cent to 2 per

cent, while recall by the cinema sample remained high, falling from 27

per cent to 21 per cent.



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