Why is advertising at the cinema a thing?

The cinema remains a much-loved medium for advertisement: on the big screen, the scope of the message is bigger, but it also comes across as more benevolent that on other platforms. What with the captive audience and the ability to spread positive emotions, advertising at the cinema amounts to a powerful cocktail, backed up by an exceptionally high memorization rate! Here are the 3 stats that demonstrate how well it performs.

The audience will watch 85% of the ad without looking away from the screen

A study of eyeball movements has just demonstrated how useful it can be to make use of advertising at the cinema: cinema-goers looking at the big screen tend to watch 85% of the ad without looking away. This percentage drops significantly on other media: it stands at 23% for the same ad on TV, and 1.4% when the ad is online.

This exceptional level of attention represents an excellent return on investment, particularly in comparison with an online ad. Not to mention the fact that advertising at the cinema enables you to reach the desired audience: since it knows the schedule for film releases a year in advance, the advertising agency can determine the visitors’ profile and advise you when would be the best time to show it.

A memorization rate of 75% for advertising at the cinema

The cinema is, without doubt, a medium that gives you strong added value: 75% of cinema-goers remember the message in an ad that is shown on the big screen after a single viewing. On the TV, it takes 5 viewings of an ad to obtain this result, while the figure is 7 for an online banner ad and 17 times for a poster.

This exceptional memorization rate is due to the conditions in which the advertisement is broadcast: without the distractions of a mobile phone or any other light source, the viewer’s eyes are riveted to the big screen. Moreover, the quality of the sound coming out is favourable for listening to and remembering the ad, as is the relaxed atmosphere that is ordinarily found in a cinema.

Positive emotions are 55% higher when viewers are looking at the silver screen

Finally, several studies have shown that viewers are more positively disposed towards advertisements at the cinema. Heart rate tests show that their heart rate is 30% higher than when looking at ads on any other screen. Furthermore, a study of muscles in the face reveals that they create 55% more positive emotions than on the other channels.

And it is generally acknowledged that these positive emotions significantly boost intention to buy – thereby helping to improve the return on investment you get from the silver screen!

Don’t hesitate to get in touch to discuss the best times at which to broadcast your advertisement at the cinema, so that you can take full advantage of the benefits of the silver screen!