CINEMA ADS HAVE HIGH RECALL
By Adnews Staff
Cinema ads have a high recall rate, according to a study conducted for Cineplex Odeon Corp. of Toronto. The average cinema commercial was recalled 82% of the time. Of those that recalled the ads, 97% of the respondents were able to remember one or more creative elements contained within the commercials, which were viewed about two hours earlier. The advertisers in the survey were Coca-Cola Canada, Hershey Canada, Levi's and Nike. When combined with other in-theatre activities, recall scores were even higher. The survey was done by Thompson Lightstone & Co. of Toronto. It was conducted in March 1997, using interviews with more than 200 moviegoers between the ages of 12 and 49 in Vancouver, Toronto and Montreal.
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