Cinema provides the greatest “talkability” about advertising, according to the latest TNS study for the Cinema Advertising Association.
The third annual Film Audience Measurement and Evaluation (FAME) study, conducted by TNS, shows that 46% of the poll placed cinema as the medium which most gets them talking about an advertising campaign. Television was rated by 43%.
Within the 15-19-year-old demographic 60% of the group agreed that they are likely to talk about cinema commercials.
82% of cinema audiences said that they usually watch advertising on screens.
Cinema does seem resilient in the face of the recession with 62% of the poll agreeing that they are still spending the same on cinema.
The cinema sales houses are keen to develop more off screen engagement with client brands and the FAME study says the average person is spending 18 minutes in the cinema foyer. This rises to 21 minutes for 12-14-year olds.
The FAME research takes a sample size of 3,000 respondents aged seven and over.
Cinema admissions have been rising but advertising revenues have remained relatively flat at roughly £170 million for the past two years. The medium has yet to rise above a 2% share of annual advertising revenues.