Cinema ads would be missed more than ads aired on any other medium, according to research carried out by the Cinema Advertising Association (CAA).
It says that more than a third of people, 34%, believe a trip to the cinema would be worse without the ads – more than any other medium.
The body’s new Film Audience Measurement and Evaluation (Fame) research – which replaces the annual Cinema and Video Industry Audience Research (Caviar) – also found that consumers are more receptive to cinema advertising than ads on TV or using the internet. Respondants claimed to be more relaxed, engaged and attentive.
The research further suggests that cinema is the most popular leisure activity, either in or out of the home, with 92% of people polled saying they enjoyed it.
The CAA survey has been carried out for 24 years. However, the body says research is more detailed this year with genre analysis included.
A new development in the research is the addition of detailed genre analysis. The research offers the potential analysis of how both the decision to see the film and actual visit differ, depending on type of genre.
Segmentation carried out by media research company TNS and the CAA also means cinema audience can be split into segments defined by general lifestyle rather than demographic. The seven cluster groups include "entertainment hoovers", "culture vultures" and "active socialites". The CAA says this provides new ways to identify both brand target audiences and film viewing patterns within the cinema audience.