Useful Information
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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:
Lisa Shanley
Marketing and Research Assistant
Lisa.shanley@carltonscreen.ie
Tel: +353 (0) 1 631 0112
The study with SPA examined how cinema changes consumers' brand
perceptions and consideration to purchase alongside TV. This particular research
was carried out in the UK and although the Irish cinema audience differs on a consumption
level from its close neighbours, the benefits of cinema advertising are accepted
to be the same across both markets.
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:
Lisa Shanley
Marketing and Research Assistant
Lisa.shanley@carltonscreen.ie
Tel: +353 (0) 1 631 0112