Based on analysis of 53 sales modeling cases from 2004-2011 across FMCG and non-FMCG advertisers:
1) Cinema advertising generated an average revenue return on investment (RROI) of 2.88, meaning for every euro spent on cinema, 2.88 euros of incremental revenue was generated.
2) Cinema delivered the highest RROI of any media, with an RROI of 2.9.
3) Using cinema in a total marketing campaign improved the overall campaign RROI and the RROI generated by television advertising specifically.
4. Revenue Return on Investment
• The BrandScience results vault measures Revenue ROI as it is often hard to get
profitability information from clients
• Return on investment (ROI) has been calculated by sales lifted divided by the budget of the
media in question.
• The sales lift is calculated as the revenue boost generated to a specific campaign activity
• € 5.00 RROI means each € 1 delivers € 5.00 of incremental revenue.
5. RROI-Database
• Prepared by Brand Science; feb 2012
• 53 salesmodelling cases from 2004-2011
• 37 FMCG and 16 non-FMCG advertisers
• Focus on FMCG
6. RROI-Database
• We have results on
• Cinema direct effectiveness (Cinema RROI)
• The contribution of Cinema to total Campaign effectiveness (Total Comms RROI)
• The contribution of Cinema to TV RROI
• The carryover effect over time of media advertising
8. RROI Cinema for all FMCG
• The total average RROI for all cases is 2.88
• For each euro invested in cinema advertising the return is 2 euro and 88 cents
Source: BrandScience
37 cases of salesmodelling on FMCG-advertisers
9. The strongest media for RROI in FMCG market
• Cinema is the most powerful media to drive sales with a ROI of 2.9
Source: BrandScience
37 cases of salesmodelling on FMCG-advertisers
10. RROI vs Sales Lift
Source: BrandScience
37 cases of salesmodelling on FMCG-advertisers
12. Total Comms RROI
Campaign RROI for a peer group
of brands NOT using cinema,
in comparison with our set of brands
that do use Cinema
Source: BrandScience
37 cases of salesmodelling on FMCG-advertisers
13. TV RROI
Repeating the exercise looking at
TV effectiveness
Our analysis finds that TV needs
Cinema to work well
Source: BrandScience
37 cases of salesmodelling on FMCG-advertisers
14. Carryover Effect
• Cinema slightly stronger than TV over time:
Carryover effect continues on average for 9 weeks for Cinema
Source: BrandScience
37 cases of salesmodelling on FMCG-advertisers
15. Total Comms RROI scatter
Source: BrandScience
37 cases of salesmodelling on FMCG-advertisers
16. Cinema is More than Image
• Cinema has always been known as a strong partner for image advertising
• Cinema creates strong relations and connections between brands and consumers
• Econometric analysis proves that
• Cinema generates one of the best RROI for media investments
• Cinema generates one of the longest carryover effects
• Use of cinema improves the RROI for TV
