Stare, don’t scroll: This is the place younger audiences actually watch ads (and remember them).
Originally published on Ad News.
Paul MacGregor
Reaching younger audiences is tough. They live in a world where their attention is pulled in different directions. They filter out anything that doesn’t feel relevant or authentic. They gravitate to ad free platforms. And they’re not just looking for products; they’re looking for purpose (or at least they say they are…).
It’s left marketers scratching their heads. How do you capture the attention of an audience that actively avoids advertising?
While Gen Z might be hard to reach, they’re not impossible to engage - you just need the right platform. New analysis from Kantar confirms Cinema is that place.
Lights, camera, impact: Cinema drives 2.5x ROI with younger audiences.
In a world of infinite scrolling, ad-skipping, and second-screen distractions, Cinema is proving to be one of the most efficient ways to capture and maintain Gen Z’s elusive attention. Unlike other platforms where ads are solved quickly with a swipe, Cinema provides an immersive, high-quality environment that naturally captivates. There’s no skipping, no distractions - just pure, uninterrupted storytelling. This unique setting allows brands to make a deeper emotional impact, ensuring their message doesn’t just reach audiences, but actually sticks with them.
According to Kantar’s Media Reactions 2024 study and LIFT+ (CrossMedia) campaign analysis, which examined 15 campaigns and over 15,000 consumer interactions, Cinema delivers 2.5x the impact per dollar spent compared to other media. Despite typically receiving only 6% of overall media spend, Cinema accounts for a massive 15% of total campaign impact per person. That kind of efficiency is rare in today’s fragmented media landscape, proving that Cinema isn’t just another ad channel - it’s a game-changer when it comes to younger demographics.
Cinema’s superpower: an experience audiences can step into.
One of Cinema’s biggest strengths is its ability to create a distraction-free, emotionally charged environment. It’s one of the highest-ranked channels for ad equity among younger audiences in Australia* offering brands a rare opportunity: an audience that’s actually open to advertising. In this setting, stories feel bigger, emotions hit harder, and brands have the space to make a lasting impression.
Reaching the unreachables.
For advertisers struggling to connect with younger demographics, Cinema offers a powerful solution.
The Kantar LIFT+ analysis shows that Cinema extends reach to younger audiences that other platforms simply don’t capture:
44% of Cinema’s reach is incremental to Linear TV
31% of Cinema’s reach is incremental to digital video, helping brands connect with audiences who are otherwise lost in the digital noise.
18% of Cinema’s reach is incremental to both TV and digital, a completely unique audience that neither medium is capturing.
Retention, impact and synergy – Cinema is a triple threat.
It’s not just about reaching younger audiences - it’s about making an impact that lasts. Cinema’s ability to deliver exceptional message retention (up to 95% on certain campaigns) outperforms many other channels, proving that what audiences see on the big screen stays with them long after the credits roll.
And what’s even better is that Cinema works even harder when combined with other media. As part of an AV mix, it complements and amplifies digital and traditional media, creating a multiplier effect that boosts overall campaign performance. Brands that integrate Cinema with digital and TV see stronger results across key brand metrics like salience, motivation, and emotional resonance. In other words, Cinema doesn’t just add reach - it adds value.
For connecting with young audiences, the big screen is your best bet.
The fight for younger audiences’ attention isn’t getting any easier. But the data is clear - Cinema is one of the most powerful tools for breaking through the noise and making a lasting impact.
With its unique mix of incremental reach, emotional resonance, and synergies with other AV channels, Cinema isn’t just a nice-to-have - it’s a necessity for brands looking to build meaningful connections with the next generation of consumers.
For brands that want to secure long-term loyalty, the message is simple: reach alone cannot be a genuine proxy for value. Cinema delivers your brand quality connections to young audiences and should be a must-have format on your next AV campaign.
Curious to learn more? See the research study and download the whitepaper at www.valmorgan.com.au/famous.
*(Kantar Media Reactions 2024)