Cinema Crowned The Highest Ad Equity of All Channels Globally — Here’s Why.

Paul Butler
Director, Group Insights & Analytics

Despite all the disruption that Cinema has faced over the last 18 months, the unique place it still holds in both the heart and mind is evident in the results of Kantar’s 2021 Media Reaction study, just released.

In keeping with previous years, Cinema was again rated as having THE highest ad equity of all channels globally, scoring particularly well in the US, UK and Australia.

The Kantar research is impressive in its scale and breadth, involving some 14,500 people across 23 markets. The ad equity measure, likened to a net promoter score for ad formats and environments, covers a multitude of brand touchpoints from point of sale, sponsored events, influencer content, digital formats and digital brands right through to the most established channels of all, such as Cinema, print and OOH. It gives the Consumer’s perspective on where they are most accepting of and most receptive to advertising.

The importance of reaching audiences in the right environment is starkly evident from the Kantar take-out that campaigns are seven times more impactful amongst receptive audiences. A stat to make anyone involved in any aspect of the advertising business sit up and take notice.

It’s a welcome addition to the accelerating interest in media attention metrics, currently driving much debate around future planning and trading models. Factoring in qualified attention metrics across channels, moving away from potential exposures to create more meaningful metrics to steer advertising investment is a no-brainer.

The channels and formats that deliver receptive, engaged, attentive audiences are the ones that will prevail as this new level of accountability and consideration in channel selection becomes established. Eyes on screen, ad clutter, size of screen, viewing environment, context, receptivity, mood and mindset all contribute to mental availability and the reception and impact of ad messaging.

With Cinema having endured its most formidable foe in history, the dice are now well and truly loaded in its favour, with a content line-up destined to hit cinemas from November onwards of scale and magnitude has never seen before.

For brands looking to cut-through and reach a receptive, attentive audience this Summer, it’s timely to remember just some of the benefits the ‘mother’ of all screens adds to AV strategy, providing an immersive experience like no other that makes great ads truly thrive.

Scale

Blockbusters create scale and provide cultural moments of impact thanks to the shared, collective experience. With Summer one of the peak Cinema seasons, the coming months are full of great movies catering for all ages. Blockbuster family favourites return with latest instalments in Sing, Addams Family and Boss Baby. Superheroes are back in force with Venom, Spider-man and Marvel’s The Eternals. Cinema classics are reimagined with Ghostbusters: Afterlife and Matrix: Resurrections. There’s new original content galore with The Many Saints of Newark, House of Gucci and Last Night in Soho, Denis Villeneuve’s critically acclaimed “Dune” and of course in the most anticipated movie event of the year, Daniel Craig is back as Bond in No Time To Die screening in Australian cinemas in November.

Campaigns that include cinema are more effective

Analysis of over 60 campaigns in the Kantar cross media database shows campaigns that included Cinema as part of the mix out-performed. Brand effects were boosted brand across a range of measures with the largest impact measured on brand equity and brand image*.

Cinema delivers hard-to-reach, younger audiences

Moviegoers are active consumers, who enjoy being out and about. Cinema campaigns have been proven to add reach to TV and Video campaigns, effectively delivering light viewers and improving frequency distribution*. Cinema can balance the natural skew to the older end of a main buying demo such as P25-54 which is typically delivered in an FTA TV buy.

Cinema ads are noticed and remembered

Per exposure, the effects of cinema are retained more strongly than other AV channels. Just one cinema impact is enough to create a brand impact, no need for repetition and the associated danger of wear out*.

Cinema delivers dollar for dollar.

Kantar analysis shows per dollar invested Cinema outperformed both TV and Video in measures of Positive Brand Association, Motivation and Saliency.

Cinema is an engaging, positive environment that creates a halo

Cinema is a shared, brand-safe and positive experience. The planning, anticipation, sense of occasion and physical scale combine to create an environment for brands that delivers a strong emotional connection.

Cinema complements TV and extends the life of a campaign

Delivering a unique depth of communication and capability for storytelling, Cinema works as both a stand-alone channel, complementing other channel metrics and in synergy with other channels, creating a multiplier effect.*

*Source: The Power of Cinema: The Role of Cinema in the Mix.