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