Data from the cinema tracking program conducted by Millward Brown has been analysed to isolate the effect of cinema advertising on brand health measures.
Over two and a half yeas of tracking data has been analysed across seven leading brands from a broad spectrum of categories, including Financial Services, Automotive, Telecommunications, Fast Food, Beverages and Confectionary. All brands included are major players in their respective categories.
To identify the cinema effect two distinct groups were identified in the analysis.
Brand perceptions of a group aware of recent advertising for the brand but not aware of cinema advertising were compared to brand perceptions of a group aware of recent cinema advertising for that brand.
The difference in perceptions of the brands between the two groups reveals cinemas effect on brand measures.
The results are based on over 12,000 responses.