TANGENCY RESEARCH RELEASES CINEMA ADVERTISING STUDY
By Adnews Staff
Tangency Research of Toronto hs released the results from five studies on the effectiveness of cinema advertising. According to the company, 47% of respondents prefer cinema ads to TV ads. Television ads were prefered by 14% of respondants. The studies were conducted between February and August 2004. They involved 720 interviews with movie viewers eight to 49 years of age. The research was commissioned by Toronto-based theatre chain Cineplex Galaxy. In other results, 34% of participants said they were likely to buy brands they'd seen advertised in the theatre, and four out of five times customers were in their seats 11 minutes before ads started playing. Parents with children eight to 12 years old reported being seated 14 minutes beforehand.