Campaign Reach and Frequency
Cinema advertising is a fully accountable, with campaign reach and frequency against demographics available for both planned and past campaigns.
Reach and frequency is derived from the actual or projected campaign admissions overlaid with cinemagoing demographics from the Roy Morgan single source survey.
When running a cinema campaign by target audience, an advertisers' campaign is directed towards appropriate movies in each complex booked each week. The total number of movies available each week against a particular demographic sets the optimum weight, i.e. the campaign weight required to reach all moviegoers in that demographic.
These optimum screen weights by demographic are used as the basis for reach and frequency calculations, enabling campaign achievement to be calculated for campaigns on any number of screens per week.
Example campaign achievements, in all people admissions and reach against demographics for varying campaign weights are outlined below:
| 14-24's Campaign Achievement | |||||||||
|---|---|---|---|---|---|---|---|---|---|
200 screens per week | 400 screens per week | ||||||||
Admissions (all people) | % | f | Admissions (all people) | % | f | ||||
4 weeks | 664,000 | 19.5% | 1.0 | 1,328,000 | 32.1% | 1.2 | |||
6 weeks | 996,000 | 25.8% | 1.1 | 1,992,000 | 40.8% | 1.4 | |||
8 weeks | 1,328,000 | 32.1% | 1.2 | 2,656,000 | 47.3% | 1.7 | |||
10 weeks | 1,660,000 | 36.5% | 1.3 | 3,320,000 | 52.3% | 1.8 | |||
| 25-34's Campaign Achievement | |||||||||
|---|---|---|---|---|---|---|---|---|---|
200 screens per week | 400 screens per week | ||||||||
Admissions (all people) | % | f | Admissions (all people) | % | f | ||||
4 weeks | 664,000 | 12.0% | 1 | 1,328,000 | 20.8% | 1.2 | |||
6 weeks | 996,000 | 16.5% | 1 | 1,992,000 | 27.5% | 1.3 | |||
8 weeks | 1,328,000 | 20.8% | 1.2 | 2,656,000 | 32.7% | 1.5 | |||
10 weeks | 1,660,000 | 24.3% | 1.2 | 3,320,000 | 36.8% | 1.6 | |||
| 18-49's Campaign Achievement | |||||||||
|---|---|---|---|---|---|---|---|---|---|
250 screens per week | 450 screens per week | ||||||||
Admissions (all people) | % | f | Admissions (all people) | % | f | ||||
4 weeks | 830,000 | 11.2% | 1 | 1,530,000 | 18.3% | 1.13 | |||
6 weeks | 1,245,000 | 15.6% | 1.1 | 2,241,000 | 24.2% | 1.2 | |||
8 weeks | 1,660,000 | 19.5% | 1.2 | 2,988,000 | 29.2% | 1.4 | |||
10 weeks | 2,075,000 | 23.0% | 1.2 | 3,735,000 | 33.2% | 1.5 | |||
Source: Roy Morgan 2006, Val Morgan Cinema Network