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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 mix30 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.