CINEMA & TV… HOW THEY WORK

TV IS A MULTI-TASKING ENVIRONMENT A TV programme is central to an ‘at home’ environment but there’s also lots going on A typical evening at home includes: TV, internet, mobiles, music, magazines, books, newspapers, etc… Maximum attention span is 5 minutes Multi tasking = selective attention Source: WORK Research ‘Drawing conclusions’ – DCM (previously Carlton Screen Advertising)

CINEMA’S ENVIRONMENT IS FOCUSED Cinema is a ‘destination viewing’ environment where cinemagoers have high anticipation and abide by a social etiquette Paid & chosen to be there Get in seat early No talking No mobiles Look forward Pay attention Single task = Focused attention Source: WORK Research ‘Drawing conclusions’ – DCM (previously Carlton Screen Advertising)

CINEMA EXPERIENCE IS EMOTIONALLY CHARGED Cinema is a multi-sensory experience which triggers both an emotional and physical response Audio visually Surround sound Visual impact of screen Personally Excitement Anticipation Single task = High level of arousal Source: WORK Research ‘Drawing conclusions’ – DCM (previously Carlton Screen Advertising)

PSYCHOLOGIST’S PERSPECTIVE When attention jumps from one thing to another, it is harder to recall information because memory is poorer It has been proven that memories associated with high levels of arousal are more easily recalled and recalled in higher detail Attention + emotion = an optimum level of arousal Source: WORK Research ‘Drawing conclusions’ – DCM (previously Carlton Screen Advertising)

TV & CINEMA WORK IN DIFFERENT WAYS TV High frequency raises top of mind awareness but delivers lower message out take because of selective attention Cinema Lower frequency but with deep message out take because of high attention and improved ability to remember Source: WORK Research ‘Drawing conclusions’ – DCM (previously Carlton Screen Advertising)

WHAT DOES THIS MEAN FOR ADVERTISERS?

Drawings of adverts after a typical evening at home while multi- tasking show a thematic level of take-out: Colours, characters and music, but often unbranded Drawings of adverts after a typical evening at the cinema display details: Brand, facts, prices, dates, executional features AND meaning: interpretation and effect of the ad Source: WORK Research ‘Drawing conclusions’ – DCM (previously Carlton Screen Advertising)

THE EVIDENCE (THE DRAWINGS)

Abbey ‘Rabbit’ AdAbbey ‘Rabbit’ Ad CINEMA: THE QUALITY END OF YOUR BROADCAST SCHEDULE ABBEY “RABBIT” AD Source: WORK Research ‘Drawing conclusions’ – DCM (previously Carlton Screen Advertising)

MULTI-TASKING ENVIRONMENT (AT HOME) CINEMA: THE QUALITY END OF YOUR BROADCAST SCHEDULE Basic brand colours Memory of a rabbit Some recall of ad setting Source: WORK Research ‘Drawing conclusions’ – DCM (previously Carlton Screen Advertising)00

CINEMA: THE QUALITY END OF YOUR BROADCAST SCHEDULE Interest rate recalled Executional details and logo Analysis of meaning SINGLE-TASKING ENVIRONMENT (IN CINEMA) Source: WORK Research ‘Drawing conclusions’ – DCM (previously Carlton Screen Advertising)

CONCLUSION

The cinema experience delivers: 1. Significantly more detailed ad recall - remembering specific facts (e.g. interest rate) 2. Deep message take out & brand communication – understanding the ad’s deeper meanings and effect TV delivers: 1. Top of mind awareness through high frequency – drip feeding themes & brand awareness In unison, TV works by repeating the brand level message while cinema provides a deeper impact Source: WORK Research ‘Drawing conclusions’ – DCM (previously Carlton Screen Advertising)