Super Bowl and Cinema Go Head to Head

The conversation was anchored by a 2016 ad effectiveness study Screenvision Media conducted with Lieberman Inc that evaluated the results of an automotive advertiseramp8217s decision to run ads in cinema versus automotive ads that ran during Super Bowl 50The methodology was straightforward Immediately following the Super Bowl an online panel that watched it received a survey asking about their recall and reactions to eight automotive brand ads that aired during the Big Game amp160Respondents were given up to 48 hours to complete the surveyamp160 Most were completed within 24The intheater portion was conducted from 291621116 and captured recall and reactions to the automotive cinema adWhile consumers enjoyed the game and advertisements the study shined a bright light on how valuable scalable premium video is these days amp160The research indicated that TV advertising during the Super Bowl and incinema advertising are both mediums through which consumers enjoy and pay attention to brand messages as these are the biggest canvases for advertisers to share their storiesAd Enjoyment Cinema ads are enjoyed as much as Super Bowl adsSuper Bowl Automotive 71Cinema Auto Brand 72Attentiveness to Commercials Cinema delivers an audience who is as attentive to the ads as they are to ads in the Super BowlSuper Bowl Automotive 68Cinema Auto Brand 66The research also suggested that in breaking through within the current attention economy where engagement and impact are the new currency the immersive distractionfree environment of the theater drove higher ad effectiveness on recall persuasion and influence This type of premier impact doesnamp8217t resonate just one night of the year as during the Super Bowl but every weekend in front of 13 billion annual moviegoersAd Recall Cinema delivers 3X higher ad recall than automotive Super Bowl autoamp160adsSuper Bowl Automotive 28Cinema Auto Brand 84Ad Persuasion Cinema delivers 25 higher ad persuasion than Super Bowl auto adsSuper Bowl Automotive 48Cinema Auto Brand 60Ad Influence on Consideration Cinema delivers 49 higher consideration than Super Bowl auto adsSuper Bowl Automotive 43Cinema Auto Brand 64amp8220There is no doubt how much scale the Super Bowl can provideamp8221 Sarah Barasch told me amp8220Itamp8217s a highly anticipated live moment with millions of viewers but we were curious how Super Bowl ads performed when paired up against advertising in theaters on the 40foot screenamp8220Weamp8217ve seen brands run ads in both the Super Bowl and additively incinema and then weamp8217ve also seen brands choose to forego ads in the Super Bowl and only run incinemasamp8221 she continued amp8220We found that brands were seeing very similar results in terms of scale attentiveness and enjoymentamp160 However for some metrics like ad recall overall opinion and purchase intent the cinema ads actually outperformed ads in the Super Bowlamp8221These results were reinforced by Nielsen through a June 2016 study citing TV ad attentiveness at 29 significantly lower than Super Bowl ad attentiveness which we found to be 68 and significantly lower than cinema ad attentiveness amp160Ad attentiveness intheater for this one brand was 66 which is on par with Screenvision Mediaamp8217s average although some ads far exceed this numberamp8220Engaging scale with experienced impact is the highest value premium video in the marketplaceamp8221 Katy Loria explained amp8220In todayamp8217s media landscape this is so important given the scarcity of big impactamp160 The Super Bowl is once a year and there is so much pressure for it to perform at a high level whereas we have a blockbuster every weekend and that impact is felt consistently throughout the yearamp8221The demand for cinema is rising fast Itamp8217s increasingly seen as premium video and a valuable audience replacement for eroding TV impressions While some of these impressions can be made up for through crossplatform buys the impact urgency and immediacy of cinema impressions consumed in a communal fashion creates impact like no other with the most memorable impressions incinemaIn the Super vs Cinema Bowl round one goes to cinema Tune in next year for a rematchClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this article are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggersamp160

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Super Bowl and Cinema Go Head to Head

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Mary Ellen Holden

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

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Super Bowl and Cinema Go Head to Head

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Mary Ellen Holden

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