Power of the Big Screen: Val Morgan researches role of cinema in media mix

Val Morgan has released a thought leadership study, The Power of the Big Screen: The Role of Cinema in the Mix. Conducted by Kantar Millward Brown, the research validates the role of cinema in the broader audio visual mix.

Key findings indicate that cinema:

• Provides valuable incremental reach to both TV and digital campaigns
• Cost effectively builds brand measures
• Sustains campaign metrics over time through unrivalled resonance
• Delivers strong impact per spot and high retention

Tristan Wyse, Val Morgan national sales director, commented, "We’ve known both anecdotally and through research in the past that cinema is a powerful channel choice. However, Kantar Millward Brown’s research gives us next level understanding as to how cinema works in combination with other media to provide what we’ve termed a halo effect – essentially multimedia campaigns are more effective with cinema included."

Learn more or download the research here.