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
Overall in the UK,
Cinema performs well
It is the 3rd best
performing media behind
Radio and Print
It outperforms it’s
“BRAND” competitors TV
and Outdoor, and
accounts for 8% of the
30 27 29 27 24 30 media mix
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.