I can't remember when TV ads started showing up in my movie theater. Maybe two years ago? All I know is I was stunned and thoroughly annoyed by the presence of product ads before the movie previews. And they aren't going away.
According to Media Daily News, a e-newsletter from MediaPost, two new studies have found that TV ads at the movies work.
A study conducted by the Cinema Advertising Council found that "combined cinema and TV ad campaigns more than doubled the conversion rate and lift compared to a TV-only campaign." The CAC study tracked the results of three ad campaigns for cable TV shows and found that 10.1% of subjects that only saw the TV ads watched the show's premiere, versus 22.7% of subjects who saw combined TV and cinema campaigns. Later, 24.7% of the former group watched any one episode of the show, versus 49.5% of the latter.
Another study has placed brand recall from movie ads at 68%, or four times more than TV ad recall.
Twenty-eight percent of movie-goers are "ad-avoiders" so the best choice for advertisers is to place ads where people don't want to leave.
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