Apparently moviegoers like their ads on the big screen more than they do on the boob tube. That was among the findings of five studies on the impact and effectiveness of cinema advertising for Cineplex Galaxy, recently wrapped by Toronto-based Tangency Research. Theatre adverts were preferred by 47% of respondents, over TV ads at 14%. The studies also found that viewers were in their seats, with nothing to do but view, on average 11 minutes prior to ads rolling (14 minutes for those with kids to wrangle).
Next day recall was 67% on average for the cinema spots, while 34% claimed they would consider purchasing the touted brands. The surveys were conducted between February and August, and findings are based on a cumulative sample of 720 moviegoers aged 8-49 recruited at the cinema for follow-up phone interviews.
