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New research validates cinema’s role in the AV mix

Much industry debate is centered around individual channel performance; however, this is not the reality of media advertising.

Each channel has both positives and negatives, and the question should be what is the optimum combination of channels, and how do they work together to leverage strengths and overcome weaknesses.

Val Morgan has started the roll out of a new thought leadership piece, The Power of the Big Screen: The Role of Cinema in the Mix. Conducted by Kantar Millward Brown, the study looks at the role of cinema in the broader audio-visual mix.

The study delivered a number of findings including qualifying cinema’s incremental reach to both television and digital campaigns across a broad age range, but particularly to light or non-telelvison viewers.

It also proved that cinema plays both a complementary and synergistic role with other channels, sustains campaign metrics over time through unrivalled resonance and delivers strong impact per spot and high retention.

Through the study, one of the most powerful findings was that cinema can most cost effectively build brand measures. Through analysis of over 60 campaigns spanning a range of product categories, cinema was proven to outperform others, boosting brand effects across a range of measures fueling long term business success.

Matt Tremain, Val Morgan New Zealand sales director, says it’s known both anecdotally and through research in the past that cinema is a powerful channel choice.

“However Kantar Millward Brown’s research gives us next level understanding as to how cinema works in combination with other media to provide what we’ve termed a halo effect; essentially multimedia campaigns are more effective with cinema included.”

To learn more about the study click here

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