Useful Information
To request a hard copy of this study email us at
information@carltonscreen.com, alternatively click on the brochure image to
download a pdf copy.
This is new research methodology for CSA and was conducted as a trial across four brand advertisers. Both CSA and SPA would value your feedback, please contact:
Chris Hall
Research Account Director
chris.hall@carltonscreen.com
+44 207 534 6223
How cinema has the power to change minds - An initial study with SPA Research
"What marketers need to know is not whether the ad itself prompts recognition (of itself), but whether it does the job of steering consumers to the brand"
Erik Du Plessis, CEO of Millward Brown,'The Advertised Mind'
Introduction
Until now, the majority of CSA's cinema research has focused on recall and recognition (impact and depth of communication studies).
A recent qualitative study in association with SPA now highlights how cinema advertising influences consumers in the following ways:
- The size, sound and engaging qualities of cinema mean people naturally take more out of the ads they see
- The audience view the ads as part of the experience and are in a relaxed and attentive state of mind
- The stylish, glamorous Hollywood image associated with the movies rubs off on any brand appearing on the big screen
The aim of our study was to examine these findings in more detail using quantitative methodology. We wished to understand, not whether a consumer recalled seeing a specific commercial, but how their perceptions towards a brand developed following exposure to TV and then cinema advertising.
This is new research methodology for CSA and was conducted as a trial across four brand advertisers.
The challenge to measure cinema's ROI
Objectives
- To measure changes in consumers' perceptions towards four major brand advertisers following TV and cinema advertising campaigns
- To measure changes in consideration to purchase, following TV and cinema advertising
- To isolate the effect of TV and cinema advertising on consumers' brand perception and consideration
Methodology
We chose four brands planning both TV and cinema campaigns in November and
December 2005. The average weight of their TV campaigns across the period was 535 ratings.
We established 3 key communication messages, unique to each brand, on which to base our questionnaire.
A total of 1,100 respondents were interviewed through in-hall and in-foyer tests, broken into:
- SAMPLE 1: 300 'PRE'- interviewed prior to any campaign activity to measure existing awareness
- SAMPLE 2: 300 'TV'- respondents who recalled the TV advertising for each brand to measure the TV only effect
- SAMPLE 3: 500 'CINEMA'- respondents who had the opportunity to see both the TV and Cinema commercial for each brand to measure the effect of both TV and cinema together
Each sample group was asked about their perceptions and considerations towards each brand, not if they could recall advertising for the brand. A screener question at the end of the questionnaire allowed us to eliminate from the samples those who had not seen the specific commercials on TV.
Results
Brand perceptions
After each brand’s 3 campaign objectives were ascertained, we investigated the extent to which consumers identified, and agreed with, them. This was done in comparison to the brands’ competitors and following TV only and TV plus cinema advertising.
For example, for Brand A measured
From the choice of five similar leading brands, which do you feel are..?
(CSA& SPA Quant Research 2005/6)
On average, out of all the four brands, the TV only campaign moved perceptions by 0.7% from 15.7% to 16.4%. However, among the sample who had been exposed to both TV and Cinema, perceptions towards the four brands had moved by 7.1% from
15.7% to 22.8%.
Scores average all brands
Based on 3 marketing objectives
(CSA& SPA Quant Research 2005/6)
Brand consideration
However, did this change in brand perception lead to an increase in purchase consideration?
We asked consumers in each of the three sample groups how likely they would be to consider switching to or purchasing each of the four brands.
For example - measuring brand consideration for Brand A
If you were in need of this product/service, how likely would you be to consider Brand A? Choose 1 to 10 from the scale below where 1 is not at all likely and 10 is extremely likely.
(CSA& SPA Quant Research 2005/6)
We found that, on average, following TV activity, consideration to purchase was shifted along the 10 point scale by 0.42 points. For those that had been exposed to both TV and Cinema advertising, consideration had shifted 0.62 points.
So, the heavyweight TV campaign, which would have been likely to deliver a frequency of at least 6, added 0.42 points and an additional 0.2 points were added by one exposure on cinema.
Consideration index averaged across all brands
Average score from 1 (not at all likely) to 10 (extremely likely)
(CSA& SPA Quant Research 2005/6)
This is new research methodology for CSA and was conducted as a trial across four brand advertisers. Both CSA and SPA would value your feedback, please contact:
Chris Hall
Research Manager
chris.hall@carltonscreen.com
+44 207 534 6223