Big Screen: Big Impact… Big Cost? CAA research to quantify advertising impact & cost effectiveness
Big Screen: Big Impact… Big Cost? CAA research to quantify advertising impact & cost effectiveness To answer two specific questions: How does the impact differ between seeing the same ad on cinema and TV? How does the impact of the advertising relate to the cost?
Methodology Redblue won competitive pitch to conduct research Interviewed sample of cinemagoers and TV viewers exposed to an ad ONCE 500 within each sample, interviewed day after exposure 3 different brands researched Exposed to ad once (cinema) Exposed to ad once (TV) Exposed to ad once (cinema) Exposed to ad once (TV) Exposed to ad once (cinema) Exposed to ad once (TV)
Advertising Impact
x8 Results: Part 1 Proven recall for 3 ads after one exposure ‘Proven Recall’ is mentioning 1 specific detail about the actual ad (no misattribution) Proven recall for 3 ads after one exposure x8
Results: Part 1 3% 25% 8 times the impact
Cost Effectiveness
Does this mean cinema 15-34 CPT is 8 times higher (£200)? Results: Part 2 How impact relates to cost 8 x impact 15-34 CPT = £25 Does this mean cinema 15-34 CPT is 8 times higher (£200)? TV CPT is agency estimate - assumes standard channel mix with average discount
£25 £69 Results: Part 2 8 x impact 15-34 CPT = Actual 15-34 CPT How impact relates to cost 8 x impact 15-34 CPT = £25 Actual 15-34 CPT £69 2.75 x cost Cinema CPT assumes average discount figures are estimated
3 times more cost effective Results: Part 2 How impact relates to cost How impact relates to cost 8 x impact 2.75 x cost Cinema CPT assumes average discount figures are estimated 3 times more cost effective
Summary Results… Impact weighting of 8:1 for cinema and TV CPT ratio much lower Makes cinema 3 times more cost effective than TV on like for like exposure
Plus those seeing ad on cinema had… more enjoyment of the ad +12% higher brand awareness +20% improved brand perceptions +21% stylish, +17% quality, +13% fashionable increased word of mouth +40%