Cinema's effect on brand health measures
Including cinema in the media mix helps to increase brand appeal, popularity, innovation and consideration.
When aware of recent cinema advertising for a brand, consumers are significantly more likely to rate the brand more favourably than other brands, consider it trend setting and be a brand they want to be seen buying or using, compared to those aware of advertising in other media channels, excluding cinema.
'Any media including cinema' indexed against 'Any media excluding cinema'
Brand Appeal
Cinema works beyond other media types to generate positive brand image, brand appeal and relevance.
- Source: Millward Brown September 2007
Innovation
Cinema advertising helps create the image of innovation and differentiates the brand from competition.
- Source: Millward Brown September 2007
Popularity & Acceptance
Cinema drives increased brand popularity.
- Source: Millward Brown September 2007
Brand Consideration
Brand consideration is higher among those aware of cinema advertising for the brand.
- Source: Millward Brown September 2007