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CINEMA ADVERTISING
RETURN ON INVESTMENT
– EUROPEAN RESULTS

  BrandScience Results Vault
  June 2012




DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE
HOW DOES RROI
 COMPARE FOR BRANDS
 USING CINEMA VS. THOSE
 WHO DON’T?




DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE
MONTH 2012: PRESENTATION TITLE HERE



 ADDING CINEMA TO THE MIX DRIVES TOTAL BRAND
 COMMS RROI IN EACH CATEGORY


                                                     Total Comms RROI for each sub category group




 DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE
Source : Brand Science European Results Vault 2012
MONTH 2012: PRESENTATION TITLE HERE



 IT ALSO INCREASES EACH CATEGORIES TV RROI,
 ESPECIALLY FMCG AND FOOD & DRINK…


                                                    TV RROI for each sub category group




 DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE
Source : BrandScience European Results Vault 2012
CINEMA EFFECTIVENESS
 VS. OTHER MEDIA
 – TOTAL EUROPE


 RROI BY MEDIUM
 FMCG CATEGORY




DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE
MONTH 2012: CINEMA RETURN ON INVESTMENT – EUROPEAN RESULTS 2012



TOTAL FMCG MARKET - RROI:
CINEMA OUTPERFORMS OTHER MEDIA WHEN USED AS A SUPPORT
MEDIUM




                                  36            18             26             15           20   37

                                                                                                       IN THE EUROPEAN
                                                                                                        GOODS MARKET
                                                                                                      CINEMA IS USED AT
                                                                                                     THE OPTIMAL LEVEL OF
                                                                                                              6%

                                                                                                     IN THE UK IT’S USED AT
                                                                                                     3% - MORE SHOULD BE
                                                                                                         INVESTED HERE

DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE
BrandScience Results Vault – Europe ‘FMCG’ Campaigns using Cinema – Feb 2012 / Cases: 39
MONTH 2012: CINEMA RETURN ON INVESTMENT – EUROPEAN RESULTS 2012



TOTAL FMCG MARKET – CARRYOVER RATE:
CINEMA HAS A STRONG CARRYOVER RATE ALONG WITH TV




                             36                    18                    26                15   37   20   37




DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE
BrandScience Results Vault – Europe ‘FMCG’ Campaigns using Cinema – Feb 2012 / Cases: 39
CINEMA EFFECTIVENESS
 VS. OTHER MEDIA
 – UK


 RROI BY MEDIUM




DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE
SEPTEMBER 2012: BRAND SCIENCE ROI



FOR CLIENTS THAT HAVE USED CINEMA AS PART OF THE
MIX, IT HAS BEEN SEEN TO BE EFFECTIVE


                        Breakdown of Media Revenue ROI - UK

        £4.00
                                £3.38                   £3.31                        Overall in the UK,
        £3.50
                                                                                   Cinema performs well
        £3.00                                                            £2.84
                                             £2.49
        £2.50                                                                          It is the 3rd best
                     £2.01                                                        performing media behind
        £2.00                                                   £1.84
                                                                                       Radio and Print
    O
   -R
    u
    n
    e
    v
    I




        £1.50
                                                                                     It outperforms it’s
        £1.00
   A
   l




                                                                                  “BRAND” competitors TV
        £0.50                                                                        and Outdoor, and
           £-                                                                      accounts for 8% of the
                      30             27       29        27       24        30            media mix
                      TV            Print   Outdoor    Radio    Online   Cinema




DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE
 Source: BrandScience UK. Results Vault. 2012
SEPTEMBER 2012: BRAND SCIENCE ROI


 CINEMA HAS THE LONGEST CARRYOVER RATE OF ANY
 MEDIA IN THE UK, CLOSELY FOLLOWED BY TV



            80%
                         71%                                                72%
            70%
       -U
        K




                                       58%       60%                                 A carryover rate of
            60%
                                                           51%                        72% means, if a
            50%                                                   46%
                                                                                       piece of media
            40%                                                                      drove 100 sales in
            30%                                                                       its first week, it
                                                                                    would drive 72 in its
            20%
                                                                                    second, and 52 in its
            10%                                                                        third, 37 in its
       A
       R
       o
       C
       e
       a
       g
       y
       v
       r
       t




              0%                                                                        fourth, etc.
                          TV           Print    Outdoor   Radio   Online   Cinema



        Cinema & TV have the highest as they are generally used as a
      ‘branding’ mechanic. Online has the lowest carryover rate of the
       media above as it is often used as a direct response mechanism

 DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE
Source: BrandScience UK. Results Vault. 2012.

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Cinema Driving Effectiveness Through Engagement

  • 1. CINEMA ADVERTISING RETURN ON INVESTMENT – EUROPEAN RESULTS BrandScience Results Vault June 2012 DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE
  • 2. HOW DOES RROI COMPARE FOR BRANDS USING CINEMA VS. THOSE WHO DON’T? DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE
  • 3. MONTH 2012: PRESENTATION TITLE HERE ADDING CINEMA TO THE MIX DRIVES TOTAL BRAND COMMS RROI IN EACH CATEGORY Total Comms RROI for each sub category group DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE Source : Brand Science European Results Vault 2012
  • 4. MONTH 2012: PRESENTATION TITLE HERE IT ALSO INCREASES EACH CATEGORIES TV RROI, ESPECIALLY FMCG AND FOOD & DRINK… TV RROI for each sub category group DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE Source : BrandScience European Results Vault 2012
  • 5. CINEMA EFFECTIVENESS VS. OTHER MEDIA – TOTAL EUROPE RROI BY MEDIUM FMCG CATEGORY DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE
  • 6. MONTH 2012: CINEMA RETURN ON INVESTMENT – EUROPEAN RESULTS 2012 TOTAL FMCG MARKET - RROI: CINEMA OUTPERFORMS OTHER MEDIA WHEN USED AS A SUPPORT MEDIUM 36 18 26 15 20 37 IN THE EUROPEAN GOODS MARKET CINEMA IS USED AT THE OPTIMAL LEVEL OF 6% IN THE UK IT’S USED AT 3% - MORE SHOULD BE INVESTED HERE DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE BrandScience Results Vault – Europe ‘FMCG’ Campaigns using Cinema – Feb 2012 / Cases: 39
  • 7. MONTH 2012: CINEMA RETURN ON INVESTMENT – EUROPEAN RESULTS 2012 TOTAL FMCG MARKET – CARRYOVER RATE: CINEMA HAS A STRONG CARRYOVER RATE ALONG WITH TV 36 18 26 15 37 20 37 DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE BrandScience Results Vault – Europe ‘FMCG’ Campaigns using Cinema – Feb 2012 / Cases: 39
  • 8. CINEMA EFFECTIVENESS VS. OTHER MEDIA – UK RROI BY MEDIUM DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE
  • 9. SEPTEMBER 2012: BRAND SCIENCE ROI FOR CLIENTS THAT HAVE USED CINEMA AS PART OF THE MIX, IT HAS BEEN SEEN TO BE EFFECTIVE Breakdown of Media Revenue ROI - UK £4.00 £3.38 £3.31 Overall in the UK, £3.50 Cinema performs well £3.00 £2.84 £2.49 £2.50 It is the 3rd best £2.01 performing media behind £2.00 £1.84 Radio and Print O -R u n e v I £1.50 It outperforms it’s £1.00 A l “BRAND” competitors TV £0.50 and Outdoor, and £- accounts for 8% of the 30 27 29 27 24 30 media mix TV Print Outdoor Radio Online Cinema DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE Source: BrandScience UK. Results Vault. 2012
  • 10. SEPTEMBER 2012: BRAND SCIENCE ROI CINEMA HAS THE LONGEST CARRYOVER RATE OF ANY MEDIA IN THE UK, CLOSELY FOLLOWED BY TV 80% 71% 72% 70% -U K 58% 60% A carryover rate of 60% 51% 72% means, if a 50% 46% piece of media 40% drove 100 sales in 30% its first week, it would drive 72 in its 20% second, and 52 in its 10% third, 37 in its A R o C e a g y v r t 0% fourth, etc. TV Print Outdoor Radio Online Cinema Cinema & TV have the highest as they are generally used as a ‘branding’ mechanic. Online has the lowest carryover rate of the media above as it is often used as a direct response mechanism DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE Source: BrandScience UK. Results Vault. 2012.

Notas del editor

  1. So far we’ve looked at the direct effectiveness of Cinema relative to other medium in the media mix But how does Cinema synergise with other media and impact the overall campaign effectiveness?
  2. As we have seen from the previous charts, all brands within the subcategories we have looked at, benefit from including Cinema at any level in the overall media mix
  3. Here we see that there is evidence that Cinema enhances/synergises with TV to improve TVs RROI. The extent to which this is a true synergy or a reflection of less TV being used (and the media therefore not being in diminishing returns) is beyond the scope of this project. BrandScience would recommend for an individual brand econometric modelling to fully unpick this relationship.
  4. So far we’ve looked at the direct effectiveness of Cinema relative to other medium in the media mix But how does Cinema synergise with other media and impact the overall campaign effectiveness?
  5. So far we’ve looked at the direct effectiveness of Cinema relative to other medium in the media mix But how does Cinema synergise with other media and impact the overall campaign effectiveness?