Cinema campaign achievement can be evalauted against target audiences using the Roy Morgan Research Asteroid MediaPLANNER - the reach and frequency module allows the evauation of cinema schedules in isolation or in conjunction with press and TV plans.

Cinema schedules can be evaluated according to campaign duration (weeks), campaign weight and audience expectations.

Using MediaPLANNER

The MediaPLANNER interface allows cinema campaign schedules to be analysed for a range of campaign weights can by using the optimum planning weights by demographic, which can be downloaded here in PDF format.

These optimum planning weights have been constructed to reflect the targeted scheduling that occurs with every cinema campaign, whereby advertising is directed towards the most appropriate movies in each complex booked on a weekly basis. 

To calculate the weight for your planned campaign simply divide the number of screens per week your planned schedule will run on by the optimum planning weight for that demographic and market, this % is then used in the cinema weight field in MediaPLANNER.

Below is an example of cinema and TV reach against 18-34 year olds in metro markets.

• Campaign length six weeks.
• 15 peak time TV spots - including high rating and high demand programs such as Desperate Housewives, Grey's Anatomy, CSI Miamia, House & Ramsay's Kitchen Nightmare.
• Two cinema schedules, one at 290 screens a week for 6 weeks (35% weight) and one at 415 screens per week (50% weight).

Example Campaign Achievement - Cinema and TV Complimentary Media

Source: Roy Morgan 2008 

With cinema's ability to reach young, affluent audiences in a high impact environment cinema is a perfect compliment to a TV buy.

To find out how cinema can be used in conjunction with your TV plans please contact your Val Morgan representative.