DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE

CINEMA ADVERTISINGRETURN ON INVESTMENT– EUROPEAN RESULTS

BrandScience Results VaultJune 2012

DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE

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

DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE

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

Source : Brand Science European Results Vault 2012

MONTH 2012: PRESENTATION TITLE HERE

Total Comms RROI for each sub category group

DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE

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

Source : BrandScience European Results Vault 2012

MONTH 2012: PRESENTATION TITLE HERE

TV RROI for each sub category group

DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE

CINEMA EFFECTIVENESS VS. OTHER MEDIA – TOTAL EUROPE

RROI BY MEDIUM FMCG CATEGORY

DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE

DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE

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

BrandScience Results Vault – Europe ‘FMCG’ Campaigns using Cinema – Feb 2012 / Cases: 39

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

36 18 26 15 20 37

MONTH 2012: CINEMA RETURN ON INVESTMENT – EUROPEAN RESULTS 2012

DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE

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

BrandScience Results Vault – Europe ‘FMCG’ Campaigns using Cinema – Feb 2012 / Cases: 39

36 18 26 15 3737 20

MONTH 2012: CINEMA RETURN ON INVESTMENT – EUROPEAN RESULTS 2012

DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE

CINEMA EFFECTIVENESS VS. OTHER MEDIA – UK

RROI BY MEDIUM

DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE

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

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

media mix

£2.01

£3.38

£2.49

£3.31

£1.84

£2.84

£-

£0.50

£1.00

£1.50

£2.00

£2.50

£3.00

£3.50

£4.00

TV Print Outdoor Radio Online Cinema

All

-Rev

enue

RO

I

30 27 29 27 24 30

Source: BrandScience UK. Results Vault. 2012

Breakdown of Media Revenue ROI - UK

DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE

SEPTEMBER 2012: BRAND SCIENCE ROI

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

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

71%

58% 60%51%

46%

72%

0%

10%

20%

30%

40%

50%

60%

70%

80%

TV Print Outdoor Radio Online Cinema

Aver

age

Carr

yove

r Rat

e -U

K

A carryover rate of 72% means, if a piece of media

drove 100 sales in its first week, it

would drive 72 in its second, and 52 in its

third, 37 in its fourth, etc.

Source: BrandScience UK. Results Vault. 2012.