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National CineMedia Releases the First Cinema Attention Measurement Study in the US Conducted by Attention Technology Company Lumen In Collaboration with dentsu’s Attention Economy Initiative
The breakthrough study concludes that cinema is the number one media platform for consumers’ attention to advertising when measured against all other video
About this update from National Cinemedia, Inc.
[{"type":"text","content":"\nThe breakthrough study concludes that cinema is the number one media platform for consumers’ attention to advertising when measured against all other video platforms, including TV, CTV, social and digital\n\n NEW YORK--(BUSINESS WIRE)--\nNational CineMedia (NCM®), the largest cinema advertising network in the US, announces the release of the first US cinema attention measurement study conducted by Lumen, the leading technology company for attention measurement, and in collaboration with dentsu, the agency leader in attention metrics.\n\nThe major finding proved that ads played in movie theaters ranked number one for consumers’ attention when measured against all other video platforms. Other key findings include:\n\n\nGREATER ATTENTION SCORE: Cinema attention scores were four to seven times greater than all other video channels including TV, CTV, social and digital ads, across a variety of brands and categories.\n\n\nSIGNIFICANTLY MORE CONSUMERS WATCHING: Two and a half times more consumers watched ads playing in a movie theater compared to TV and CTV – 97% for cinema ads versus 38% for TV and 35% for CTV ads.\n\n\nLONGER DURATION: Consumers watched cinema ads for a longer duration compared to other video platforms – three times TV and CTV and up to ten times social media.\n\n\nCORRELATION WITH RECALL AND CHOICE: A direct correlation was found between attention metrics and brand recall and brand choice – higher attention metrics leads directly to enhanced performance of the advertising which can result in increased sales lift, foot traffic and app downloads.\n\n\nThe study used Lumen’s proprietary eye-tracking technology to determine attention metrics and applied questionnaires and brand choice methodologies to correlate the impact of the ad attention on subsequent recall and intention to purchase.\n\nWendy’s, adidas and 10 other brands across retail, automotive, apparel, CPG, QSR, telecom, entertainment and pharma participated in the study.\n\nNCM’s cinema attention metrics will enable dentsu to determine the value of that attention - as they combine it with the cost and recall scores - and compare it to other channels and platforms in their broader database. Their teams will now be able to include cinema as part of the overall decision-making process using those metrics and benchmarks.\n\n“As we celebrate the fifth-year anniv...