Commercials have become an accepted part of the movie-going experience. Now a new study will help cement their presence in darkened auditoriums everywhere.
Research by Integrated Media Measurement suggests that cinema ads, when combined with TV ads, more than double the effectiveness of TV ads alone. (Thanks, guys.) Tracking the results of three ad campaigns for cable TV shows, researchers found that only 10.1 per cent of subjects exposed to a TV-only campaign watched the show's premiere, compared with 22.7 per cent for combined TV and cinema campaigns, according to MediaPost.com.
Published by the Globe and Mail Friday February 6, 2009
I guess this news means that we'll probably be seeing even more ads at the movies in the future. Lucky us!
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