1. Big Screen: Big Impact… Big Cost?
CAA research to quantify advertising impact & cost effectiveness

2. Big Screen: Big Impact… Big Cost?
CAA research to quantify advertising impact & cost effectiveness
To answer two specific questions:
How does the impact differ between seeing the same ad on cinema and TV?
How does the impact of the advertising relate to the cost?

3. Methodology Redblue won competitive pitch to conduct research
Interviewed sample of cinemagoers and TV viewers exposed to an ad ONCE
500 within each sample, interviewed day after exposure
3 different brands researched
Exposed to
ad once
(cinema)
Exposed to
ad once
(TV)
Exposed to
ad once
(cinema)
Exposed to
ad once
(TV)
Exposed to
ad once
(cinema)
Exposed to
ad once
(TV)

4. Advertising Impact

5. x8 Results: Part 1 Proven recall for 3 ads after one exposure
‘Proven Recall’ is mentioning 1 specific detail
about the actual ad (no misattribution)
Proven recall for 3 ads after one exposure x8

6. Results: Part 1 3%
25%
8 times the impact

7. Cost Effectiveness

8. Does this mean cinema 15-34 CPT is 8 times higher (£200)?
Results: Part 2
How impact relates to cost
8 x impact
15-34 CPT =
£25
Does this mean cinema CPT is 8 times higher (£200)?
TV CPT is agency estimate - assumes standard
channel mix with average discount

9. £25 £69 Results: Part 2 8 x impact 15-34 CPT = Actual 15-34 CPT
How impact relates to cost
8 x impact
15-34 CPT =
£25
Actual CPT
£69
2.75 x cost
Cinema CPT assumes average discount
figures are estimated

10. 3 times more cost effective
Results: Part 2
How impact relates to cost
How impact relates to cost
8 x impact
2.75 x cost
Cinema CPT assumes average discount
figures are estimated
3 times more cost effective

11. Summary Results… Impact weighting of 8:1 for cinema and TV
CPT ratio much lower
Makes cinema 3 times more cost effective than TV on like for like exposure

12. Plus those seeing ad on cinema had…
more enjoyment of the ad +12%
higher brand awareness +20%
improved brand perceptions
+21% stylish, +17% quality, +13% fashionable
increased word of mouth +40%