Recent research shows that cinema patrons become heavily involved in advertising campaigns on screen and that the ads have a marked emotional effect.
Screenvision, a cinema advertising sales house in Europe, has published the results of a research programme with a European perspective that was carried out by advertising researchers, Ipsos ASI.
The survey was conducted in France and Spain and analyses the power of emotions in cinema campaigns. It shows that the viewers are emotionally touched by the screen campaigns, which generate significant public involvement and strong positive emotions.
In association with TV campaigns, screen advertising increases the quality and the impact of ad messages, reinforcing the viewers' will to purchase. The survey results show the relationship between emotions generated by screen advertising and the quality of the response to the advertisement.
Each advertising message should trigger an emotional response; the more positive and active these emotions are, the more likely the advertisement is to generate useful purchase behaviour.
The survey was conducted among a representative population sample aged 15-60. It compared the responses of heavy cinema viewers who have watched a specific ad on screen in a cinema during the previous seven days with the responses of those who had seen the ad on TV only.
In both countries, heavy cinemagoers who had seen the cinema ad expressed fewer negative and passive feelings about the ad than those who had only seen it only on TV. In France, heavy cinemagoers felt 20% fewer negative and passive emotions than TV-only viewers. Positive and active emotions were 39% higher for heavy cinemagoers than for than for less frequent cinemagoers.
According to the Institut de Recherche et d'Etudes Publicitaires (IREP), in France, the amount spent on cinema advertisements increased by 16.4% in 2005.
Screenvision operates in nine European markets (France, Belgium, The Netherlands, Spain, Portugal, Denmark, Finland, Czech Republic and Slovakia), while its sister companies, Carlton Screen Advertising (CSA) and Screenvision USA operate in the UK, Ireland and US.