With the proliferation of media choice available, the ability of different media channels to influence brand perception and consideration is an important factor in media planning.

Cinema has long been regarded as an ideal medium to showcase brands, with the big screen, unique environment and association with the ‘magic of the movies’ providing advertisers with an unrivalled stage on which to present their brands.

The role cinema plays, over an above other media channels, in influencing brand perception has been quantified through analysis of tracking data for a range of leading brands across a number of brand health and consideration dimensions.