Adding Reach to TV
Cinema is a great platform to reach light TV viewers making cinema an ideal complement to bolster any TV campaign.
With increasing ad avoidance in living rooms Australiawide, through either channel switching, ad skipping, leaving the room or the rising use of smartphones, laptops and tablets in front of the TV - it's never been harder for advertisers to connect with consumers using 'traditional' media channels.
With cinema's ability to reach young, affluent audiences in a high impact environment cinema is a perfect compliment to a TV buy. Furthermore over half of frequent moviegoers are light TV viewers and 80% haven't watched Subscription TV in the last 7 days.
The combined reach of cinema and TV can be demonstrated using syndicated media tools such as Roy Morgan's Media Planner or Nielsen's Consumer and Media View.
Below is an example of cinema and TV reach against 18-39 year olds in Sydney metro. For the same media budget the combination of Cinema and TV reaches more people and in turn delivers a more efficient media buy.
Example Campaign Achievement - Cinema Adds Reach to TV
Solus TV | TV + Cinema | ||
1+ Reach | 62.5% | 64.3% | 7% reach uplift |
Cost per 1+ Reach Point | $3,200 | $3,110 | 7% cost saving |
Source: Roy Morgan 2011
To find out how cinema can boost the reach of your TV plans contact your Val Morgan Account Manager.