Cinema and local newspapers claim they’re more engaging than TV
The newspaper and cinema industries have both released research to promote their strengths as advertising media today – both claiming to be more ‘engaging’ than Australia’s dominant channel, television.
Cinema media owner Val Morgan is claiming that people are six times more likely to recall a cinema ad than a TV ad, while industry body The Newspaper Works suggests that readers of regional newspapers are more engaged than TV viewers or radio listeners.
Research from Val Morgan found that when were exposed to the same creative executions on TV and cinema, recall was six times higher among cinema-goers. The survey, by Australia Online research, was conducted among 800 people via online interviews.
Val Morgan’s marketing director Paul Butler said: “The cinema audience were six times more likely to recall key aspects of the ads than the TV audience, demonstrating that cinema advertising generates six times the ad memory and six times the engagement of TV.”
Yeah, agree with the overall sentiment. At he risk of upsetting the management of this esteemed journal, I had a few words to say about engagement in this week’s AdNews. I took a while to get to the point but I made it in the end.
Agree with the research on cinema advertising, although having sat through 28 minutes of ads at the cinema at Chadstone on the weekend for a movie that was only 86 minutes long, I would caution cinemas to think of their audience’s tolerance level for having to pay to watch advertising. 15 minutes content prior to the film which includes some movie trailers with a few ads is reasonable…double that seems excessive.
Re: Cinema stats, perhaps that’s because there’s nowhere else to go in the cinema while the ads are playing? Of course, people might decide to avoid cinema ads by not going to the cinema at all…
Great.. Half a coke later, I have finished my icecream, and no pop corn left.
The movie starts – Well done Val Morgan –
You have captured a great UN-HAPPY captive audience.
The reason why 1/2 of australia down loads movies on the net..
5 starts to you….