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Audience’s Emotional Response To Advertising At The Cinema
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By applying Innerscope’s latest patented techniques in biometric research, NCM was able to measure the emotional impact of cinema advertising on audiences for the first time.
In the study, NCM and Innerscope examined participants viewing commercials for seven brands in categories including consumer electronics, retail and various consumer packaged goods in a simulated TV living room environment, as well as in a cinema environment.
The results revealed that the cinema experience has a significantly positive influence on the audience’s emotional response to advertising. Following exposure in cinema, the lift in brand resonance, the unconscious emotional connection to a brand, was 75 percent higher than that generated by exposure on TV, with individual ads seeing increases up to 193 percent. Viewers exposed to ads in cinema were taken on an emotional journey that had peak engagement levels often corresponding to the main messaging and branding moments of the ads measured.
Well, I must admit I don’t go to the cinema any more, but when I did, my peak engagement level from the emotional journey of cinema advertising expressed itself by the urge to vomit.
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There is a so-called art cinema in Ottawa that shows the Cannes advertising festival movie every year. This incorporates the best industry judged ads of the year. It is well-worth seeing there are many excellent film makers in advertising, and especially as it is almost impossible to remember the actual brands depicted. Most of the ads are funny and something about laughter deletes the short-term memory.