Zet je als adverteerder je budget in op een televisiecampagne alleen, of kan cinema het verschil maken? Het laatste, zo blijkt uit simulatie berekeningen van het media-agentschap UM en hun multimedia planningstool.

1. Cinema & TV : an effective mix
UM's proprietary Channel AllocationTool
January 2014

2. Is a TV-campaign more (cost)effective with
cinema?
With a multimedia planning tool we measured the effective reach of
1. TV-campaign only
2. TV- and cinema campaign
In both cases, we maintained the same budget and period.
We did the same exercise for 5 different target audiences.

3. Target audience
1.
2.
3.
4.
5.
18-44 year, SG 1-4
18-34 year
18-44 year
18-54 year, SG 1-4
PRP 25-44 year, SG 1-4
SG: Social Group
PRP: Person Responsible for Purchase

4. Cost-efficiency
A TV & cinema campaign is twice as cost-effective
as a TV only campaign
Cost per effective contact TV & cinema
Cost per effective contact TV only
€ 4.50
€ 3.97
€ 4.00
€ 3.50
€ 3.00
€ 2.55
€ 2.46
€ 2.50
€ 2.17
€ 2.00
€ 1.50
€ 1.63
€ 1.30
€ 1.35
€ 1.18
€ 1.00
€ 0.69
€ 0.86
€ 0.50
€18-44 SG 1-4
18-34
18-44
18-54 SG 1-4
PRP 25-44 SG 1-4

5. Conclusion
Cinema is a medium that is complementary to television
Effective reach of a TV & cinema campaign is 16% to 26%
higher than a TV only campaign in 4th week of the campaign
for all target audiences
The average effective reach of a TV & cinema campaign over
the full period is twice as high as the TV only campaign for
all target audiences
A TV & cinema campaign is twice as cost-effective as a TV
only campaign in terms of effective contact