Cinema advertising has been shown to provide strong returns on investment (ROI) for FMCG (fast-moving consumer goods) companies according to an analysis by BrandScience. Their data shows that for every euro spent on cinema advertising, FMCG companies see on average 2.88 euros in additional revenue. Cinema advertising also enhances the effectiveness of other media channels, increasing total campaign ROI by 79% and TV ROI by 69% when cinema is included in the marketing mix. Cinema is identified as the most powerful media for driving sales in the FMCG sector.

1. Proof of Cinema Advertising ROI
Sally Dickerson, BrandScience
Brightfish Research Day,September 6th 2012

2. Econometrics
…

3. Revenue Return on Investment
• The BrandScience results vault measures Revenue ROI as it is
often hard to get profitability information from clients
• Return on investment (ROI) has been calculated by sales
lifted divided by the budget of the media in question.
• The sales lift is calculated as the revenue boost generated
to a specific campaign activity
• € 5.00 RROI means each € 1 delivers € 5.00 of incremental
revenue.

4. RROI-Database
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•
•
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Prepared by BrandScience; feb 2012
53 salesmodelling cases from 2004-2011
37 FMCG and 16 non-FMCG advertisers
Focus on FMCG

5. RROI Cinema for all FMCG
• The total average RROI for all cases is 2.88
• For each euro invested in cinema advertising the
return is 2 euro and 88 cents
Cinema
Total RROI
2,9
0
1
2
3
Source: BrandScience
37 cases of salesmodelling on FMCG-advertisers

6. The strongest media for RROI in FMCG market
Cinema is the most powerful media to drive sales with a ROI of 2.9
Average RROI
Cinema
2,9
Radio
2,6
Online
2,5
Print
2,2
TV
Outdoor
2,1
1,1
Source: BrandScience
37 cases of salesmodelling on FMCG-advertisers

7. RROI vs Sales Lift
Cinema
€3
Average RROI
Online ad
Radio
€2
Newspaper
€1
TV
Outdoor
€€-
€ 0,5
€ 1,0
€ 1,5
€ 2,0
€ 2,5
€ 3,0
€ 3,5
€ 4,0
€ 4,5
Revenue Sales Uplift (millions)
Source: BrandScience
37 cases of salesmodelling on FMCG-advertisers

8. Total Comms RROI
€1,88
+79%
€1,05
Campaign RROI for a peer group
of brands NOT using cinema,
in comparison with our set of
brands that do use Cinema
Not using Cinema
Using Cinema
Source: BrandScience
37 cases of salesmodelling on FMCG-advertisers

9. TV RROI
€2,09
+69%
€1,24
Repeating the exercise looking at
TV effectiveness
Our analysis finds that TV needs
Cinema to work well
Not using Cinema Using Cinema
Source: BrandScience
37 cases of salesmodelling on FMCG-advertisers

10. Key Results
•
For each euro invested in cinema advertising the
return is 2,9 Euro and is therefore the most powerful medium to drive
sales in the FMCG sector.
•
Adding cinema to the mediamix also contributes to the effectiveness of
the other media. The total campaign effectiveness rises with 79% and
the TV RROI rises with 69%.