Cinema is well known for its engagement qualities and ability to reach light TV viewers and young & upmarket audiences. We have many case studies in our results bank that prove cinema drives ad recall, word of mouth and intention to purchase higher than its TV counterpart.

1. CINEMA ADVERTISING
RETURN ON INVESTMENT
– EUROPEAN RESULTS
BrandScience Results Vault
June 2012
DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE

2. HOW DOES RROI
COMPARE FOR BRANDS
USING CINEMA VS. THOSE
WHO DON’T?
DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE

3. MONTH 2012: PRESENTATION TITLE HERE
ADDING CINEMA TO THE MIX DRIVES TOTAL BRAND
COMMS RROI IN EACH CATEGORY
Total Comms RROI for each sub category group
DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE
Source : Brand Science European Results Vault 2012

4. MONTH 2012: PRESENTATION TITLE HERE
IT ALSO INCREASES EACH CATEGORIES TV RROI,
ESPECIALLY FMCG AND FOOD & DRINK…
TV RROI for each sub category group
DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE
Source : BrandScience European Results Vault 2012

5. CINEMA EFFECTIVENESS
VS. OTHER MEDIA
– TOTAL EUROPE
RROI BY MEDIUM
FMCG CATEGORY
DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE

6. MONTH 2012: CINEMA RETURN ON INVESTMENT – EUROPEAN RESULTS 2012
TOTAL FMCG MARKET - RROI:
CINEMA OUTPERFORMS OTHER MEDIA WHEN USED AS A SUPPORT
MEDIUM
36 18 26 15 20 37
IN THE EUROPEAN
GOODS MARKET
CINEMA IS USED AT
THE OPTIMAL LEVEL OF
6%
IN THE UK IT’S USED AT
3% - MORE SHOULD BE
INVESTED HERE
DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE
BrandScience Results Vault – Europe ‘FMCG’ Campaigns using Cinema – Feb 2012 / Cases: 39

7. MONTH 2012: CINEMA RETURN ON INVESTMENT – EUROPEAN RESULTS 2012
TOTAL FMCG MARKET – CARRYOVER RATE:
CINEMA HAS A STRONG CARRYOVER RATE ALONG WITH TV
36 18 26 15 37 20 37
DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE
BrandScience Results Vault – Europe ‘FMCG’ Campaigns using Cinema – Feb 2012 / Cases: 39

8. CINEMA EFFECTIVENESS
VS. OTHER MEDIA
– UK
RROI BY MEDIUM
DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE

9. SEPTEMBER 2012: BRAND SCIENCE ROI
FOR CLIENTS THAT HAVE USED CINEMA AS PART OF THE
MIX, IT HAS BEEN SEEN TO BE EFFECTIVE
Breakdown of Media Revenue ROI - UK
£4.00
£3.38 £3.31 Overall in the UK,
£3.50
Cinema performs well
£3.00 £2.84
£2.49
£2.50 It is the 3rd best
£2.01 performing media behind
£2.00 £1.84
Radio and Print
O
-R
u
n
e
v
I
£1.50
It outperforms it’s
£1.00
A
l
“BRAND” competitors TV
£0.50 and Outdoor, and
£- accounts for 8% of the
30 27 29 27 24 30 media mix
TV Print Outdoor Radio Online Cinema
DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE
Source: BrandScience UK. Results Vault. 2012

10. SEPTEMBER 2012: BRAND SCIENCE ROI
CINEMA HAS THE LONGEST CARRYOVER RATE OF ANY
MEDIA IN THE UK, CLOSELY FOLLOWED BY TV
80%
71% 72%
70%
-U
K
58% 60% A carryover rate of
60%
51% 72% means, if a
50% 46%
piece of media
40% drove 100 sales in
30% its first week, it
would drive 72 in its
20%
second, and 52 in its
10% third, 37 in its
A
R
o
C
e
a
g
y
v
r
t
0% fourth, etc.
TV Print Outdoor Radio Online Cinema
Cinema & TV have the highest as they are generally used as a
‘branding’ mechanic. Online has the lowest carryover rate of the
media above as it is often used as a direct response mechanism
DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE
Source: BrandScience UK. Results Vault. 2012.