Ads played in cinemas rank high for consumer attention when measured against all other video advertising platforms.
The finding comes from cinema advertising network National CineMedia’s latest attention measurement study conducted by Lumen and in collaboration with agency group Dentsu.
The research found that cinema attention scores were four to seven times greater than all other video channels including TV, CTV, social and digital ads, across a variety of brands and categories. Two-and-a-half times more consumers watched ads playing in cinema (97%) compared to TV (38%) and CTV (35%) ads.
Consumers also watched cinema ads for a longer duration in comparison to other video platforms – three times more than for TV and CTV and up to ten times more than social media.
On top of this a direct correlation was found between attention metrics and brand recall and brand choice.
The study used Lumen’s proprietary eye-tracking technology to determine attention metrics and applied questionnaires and brand-choice methodologies. Wendy’s, Adidas and 10 other brands across retail, automotive, apparel, CPG, QSR, telecom, entertainment and pharma participated in the study.
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“As we celebrate the fifth-year anniversary of our Dentsu Attention Economy initiative, we know that attention metrics can increase the effectiveness of media plans and we are eager for broader adoption across the industry,” Dentsu vice president global partnerships and planning, Joanne Leong, said. “With a proven, captive and attentive audience, we can leverage the attention data we have to understand how to incorporate cinema as part of an overall channel mix.”
Lumen Research managing director Mike Follett added: “If there’s one thing we’ve learned over more than ten years tracking attention metrics, it’s that you never know what advertisement or medium will be the most engaging for consumers. We are thrilled to have worked with NCM to track cinemagoers’ attention when viewing ads in the cinema. This important study will help shape how advertisers view their in-cinema advertising strategy.”
NCM chief revenue officer, Mike Rosen, concluded: “We are seeing the marketplace start to shift from the long-time legacy metric of exposure to the more relevant new measure of attention when analysing the relative value of media platforms. Lumen’s new attention study proves what we have always believed – that cinema advertising is the best medium for brands to reach and engage our young, diverse, and highly valuable audience,”
