Campaign Tracking
An ongoing tracking program, conducted through Millward Brown, provides a continuous measure of advertising awareness for key cinema advertisers. This initiative provides valuable feedback to advertisers on the visibility of their campaigns amongst moviegoers and encompasses all channels of advertising.
Methodology
- On-line survey conducted amongst people aged 14+ who have been to the cinema in last 4 weeks
- Sample size 200 every 4 weeks, national metro
- Quotas are in place to ensure the sample profile reflects the typical cinema audience profile
Tracking Measures
- The tracking program encompasses a range of measures including:
- Brand advertising awareness at a total and individual media channel level
- Brand health
- Recognition of cinema advertising
- Advertising creative diagnostic measures for specific executions
- Awareness and intention to see forthcoming movie titles
- Moviegoing activity