-- --
Facebook
Twitter
Google
Pinterest
Independent research into cinema advertising in South Africa has highlighted the power and impact of the medium.
Karen Bailey, the managing partner of Cinevation and general manager of Popcorn Cinema Advertising Sales, says a local media return on investment benchmark from Nielsen Advanced Analytics has revealed that digital and cinema demonstrated the best ROI across all brands and categories.
-- --
The median ROIs do indicate wide ranges between brands as various factors impact on the success of each brand's campaigns, says Bailey. However, in cinema and digital, it showed that the lower performing campaigns appear to outperform other media in terms of ROI, although the reach will obviously vary across all media types.
Bailey says the situation in South Africa is on a par with research done by global companies.
International cinema advertising companies have consistently demonstrated the impact the cinema medium has on today's most sought-after consumers by conducting research that ranges from consumer propensity to buy studies, cinema versus TV recall research through to individual case studies on products and global brands effectively using the medium of cinema, she says.
That's why it's been so important for us to see that the local results obtained by Nielsen, a respected third-party research company, affirm the international findings. It's great news for our clients and us, Bailey says.
ROI that matters
Return on investment is what clients want. Cinema demonstrates a very good revenue return versus spend ratio with ROI ranging from R1.40 at the lower end to R4.50 back at the higher end for every R1 spent, Bailey explains. When compared to television, it should be noted that the ROI ranged from R1.10 at the lower end to R1.80 back at the higher end for every R1 spent.
Bailey stresses that several studies were conducted to arrive at total benchmarks for South Africa and included 17 brands that were analysed for 156 weeks per brand. The total ROI is based on 2 652 weeks of media and sales data.
The Cinema Advertising Council in the USA conducted a similar study with Millward Brown in 2015, which at that point concluded that cinema has 20 times the media return on investment for efficiency, per person, compared with TV.
With TV viewing patterns changing locally as more channel and platform options become available, cinema's ROI has the potential to continue to strengthen even more in South Africa, specifically when compared to television, which is great news for us, says Bailey.
Blockbusters on the way
Bailey believes the reason behind the success of the medium lies in the way in which cinema advertising has evolved and is purchased. Cinema allows for targeting specific geographics and demographics, and though many advertisers follow movies for the mass appeal and reach provided by the big blockbusters, others choose a more focused reach gained with specific movies, she says.
The net result of this is less wastage and, combined with the impact and captive audience that the big screen offers, makes the cinema media budget work hard. If this approach is taken with a guaranteed Cost Per Thousand, using cinema advertising as part of the media mix is a no-brainer', says Bailey.
The good news is that some massive blockbusters are coming up soon. Think The Avengers, Deadpool 2, Solo (Star Wars), Jurassic World: Fallen Kingdom, Ocean's 8, Mission Impossible: Fall Out and Mama Mia 2.
With those movies coming up - and that's just a few of them - cinema is bound to keep on delivering for those clients who embrace big screen advertising, Bailey says.
For those who are interested, Cinevation/Popcorn are happy to present the findings to individuals/companies in more detail.
Cinevation represents Popcorn Cinema Screens (Nu Metro, Movies@, EPIC cinemas and other independent cinemas.) Find Popcorn on Facebook.
Facebook
Twitter
Google
Pinterest
-- --
Most recent headlines
04/08/2024
Dalet, a leading technology and service provider for media-rich organizations, is excited to announce Santiago Solanas as its new Chief Executive Officer (CEO)....
03/06/2024
Dalet, a leading technology and service provider for media-rich organizations, a...
29/04/2024
Premier Sports, an Irish-based premium sports broadcaster, has selected QuickLink's Remote Commentary solution for introducing professional, high-quality re...
29/04/2024
The awards celebrate the craft of behind-the-scenes TV talent and the best programmes of 2023
By Matthew Corrigan
Published: April 29, 2024
The awards cel...
29/04/2024
The team at Milk had to create and deliver the VFX and environment work for the royal residences featured in the drama from scratch
By Jenny Priestley
Publis...
29/04/2024
CEO Bob Bakish is expected to leave the company as early as today, with a new leadership committee likely to run the company on an interim basis
By Jenny Pries...
29/04/2024
Albena Ivanova, director, media and entertainment and strategic products at CHAOS Media talks to TVBEurope about her route into the industry
By TVBEurope Staff...
29/04/2024
The acquisition gives Grand Technix the opportunity to expand its footprint in the audio visual and broadcast technology sectors
By Jenny Priestley
Published...
29/04/2024
29 04 2024 - Media release Screen Australia announces James J. Robinson's debut feature First Light
First Light
Principal Photography is underway on Firs...
29/04/2024
Capitol Broadcasting recently became the inaugural company honored with inductio...
28/04/2024
Mediahaus delivers the first SRT live-streaming sports production over 5G with U...
27/04/2024
On April 26, L3Harris Chair and CEO Christopher E. Kubasik joined CNBC's Mor...
27/04/2024
PORTLAND, Oregon Audinate Group Limited, the developer of the Dante AV-over-IP solution, announced significant new additions to Dante Connect, its cloud-based D...
27/04/2024
TORONTO Bell Media has launched 10 English and French-language FAST channels featuring entertainment, factual, news, and sports programming. The new free stream...
27/04/2024
An extensive new analysis of the news segments in the broadcast evening news programs of ABC, CBS, NBC and PBS has found that broadcasters devoted most of their...
27/04/2024
GERMANTOWN, Md. EchoStar's Hughes Network Systems has opened a new manufacturing facility and private 5G incubation center in Germantown, Maryland....
27/04/2024
Harry Pappas, one of three brothers who founded Pappas Telecasting Companies in 1971, died April 24. He was 78 years old....
27/04/2024
ATLANTA and LONDON Mexican telecommunications and broadcast company Televisa has selected Synamedia for an overhaul of its broadcast distribution....
27/04/2024
Participate in the Survey - The Impact of AI on Media and the Creative Industry
Pascal Wagner April 26, 2024
0 Comments
By participating in this surve...
27/04/2024
SDVI Rally Access Workstation Earns Two Top Awards at 2024 NAB Show
Brie Clayton April 26, 2024
0 Comments
SDVI, the leading platform provider for clo...
27/04/2024
Berklee's Music and Health Institute Launches Community Health Musician Cert...
27/04/2024
Charter Communications reported higher first-quarter profits despite continued cord-cutting and competition for broadband customers....
27/04/2024
Two environmentally-focused groups are partnering to engage the unscripted TV world in finding better ways to address climate change. Reality of Change is an ec...
27/04/2024
Sarah Garcia has been promoted to weekend anchor at KTLM McAllen, Texas, known as Telemundo 40. Starting April 27, she will anchor Noticias Telemundo 40 weekend...
27/04/2024
CBS Sports said it launched a new 24-hour free, ad supported streaming television (FAST) channel devoted to the UEFA Champions League....
27/04/2024
Comcast chairman and CEO Brian Roberts received $35.4 million in compensation in 2023, up 11% from the previous year, according to a proxy statement filed by th...
27/04/2024
Art Happens Here With John Lithgow, which sees the actor study dance, ceramics, silk-screen printing and vocal jazz with students in Los Angeles, debuts on PBS ...
27/04/2024
Remember Leave It to Beaver? Bewitched? Dragnet? When cable ratings were rising?...
27/04/2024
Next up for the weekend binge at Catchy Comedy is Gomer Pyle, U.S.M.C. Every weekend, Catchy Comedy features The Catchy Binge, a marathon of a classic sitcom....
26/04/2024
Sundance Film Festival CDMX 2024 kicks-off today with screenings in 5 theaters in Mexico City and the opening-night film, FRIDA, directed by Carla Guti rrez...
26/04/2024
[Editor's Note: This interview is part of a larger feature about the women d...
26/04/2024
Once again this year, SGL Carbon opened its doors to interested children and young people. On the occasion of the German Girls and Boys Day, which took place on...
26/04/2024
Orders1 of $5.5 billion; book-to-bill of 1.06x
Revenue of $5.2 billion, up 17%,...
26/04/2024
Five Considerations For Communications Modernization In The 21st Century
In the digital-enabled battlespace, the Joint Force needs to shoot, move and communica...
26/04/2024
CBS Sports has launched Champions League as a new, 24-hour streaming channel that will serve as the year-round destination for nonstop highlights of the UEFA ...
26/04/2024
Despite tough competition in the streaming space, Roku reported solid results in Q1 2024, beating revenue expectations, with total net revenue up 19% YoY to $88...
26/04/2024
LONDON AND TORONTO Pinewood Toronto Studios has appointed Sarah Farrell as general manager of the Studios in downtown Toronto....
26/04/2024
Quantum to Offer Advanced Filesharing Technology and Performance in StorNext and...
26/04/2024
FilmLight Colour Awards welcomes 2024 entries and introduces new Emerging Talen...
26/04/2024
Picture Shop Announces Chris Evans as Head of Unscripted
Brie Clayton April 26, 2024
0 Comments
Picture Shop announced Chris Evans will lead Unscripte...
26/04/2024
Participate in a Survey - The Impact of AI on Media and the Creative Industry
Pascal Wagner April 26, 2024
0 Comments
By participating in this survey,...
26/04/2024
Toy maker Mattel said it is working with Samsung to launch its first free ad-supported streaming television (FAST) channels later this year....
26/04/2024
Trusted Media Brands (TMB) said it named Marty Moe as president....
26/04/2024
Ron Howard is the director on Jim Henson Idea Man, a documentary that premieres on Disney Plus May 31. Henson of course created Kermit the Frog, Miss Piggy, Big...
26/04/2024
The ice continues to melt under the regional sports network business as the Seattle Kraken of the National Hockey League have made a long-term deal to broadcast...
26/04/2024
Heading into the upfronts, Warner Bros. Discovery said it launched Olli, a first-party data platform advertiser can use for converged, targeted advertising camp...
26/04/2024
CBS has renewed the drama The Equalizer, which will see season five on in 2024-2025. Queen Latifah stars....
26/04/2024
The CW has entered into an exclusive multiyear broadcast partnership for the Miss USA Pageant and the Miss Teen USA Pageant. The 73rd Miss USA Pageant will air ...
26/04/2024
Fuse Media isn't mincing words in a campaign urging its young viewers to register and participate in the 2024 elections....
-- -- 
