CINEMA & TV…

HOW THEY WORK

TV IS A MULTI-TASKING ENVIRONMENT

A TV programme is central to an ‘at home’ environment but there’s also lots going on

A typical evening at home includes:TV, internet, mobiles, music,magazines, books, newspapers, etc…

Maximum attention span is 5 minutes

Multi tasking = selective attention

Source: WORK Research 2007. ‘Drawing conclusions’ – DCM (previously Carlton Screen Advertising)

CINEMA’S ENVIRONMENT IS FOCUSED

Cinema is a ‘destination viewing’ environment where cinemagoers have high anticipation and abide by a social etiquette

Paid & chosen to be there

Get in seat early

No talking

No mobiles

Look forward

Pay attention

Single task = Focused attention

Source: WORK Research 2007. ‘Drawing conclusions’ – DCM (previously Carlton Screen Advertising)

CINEMA EXPERIENCE IS EMOTIONALLY CHARGED

Cinema is a multi-sensory experience which triggers both an emotional and physical response

Audio visually

Surround sound

Visual impact of screen

Personally

Excitement

Anticipation

Single task = High level ofarousalSource: WORK Research 2007. ‘Drawing conclusions’ – DCM (previously Carlton Screen Advertising)

PSYCHOLOGIST’S PERSPECTIVE

When attention jumps from one thing to another, it is harder to recall information because memory is poorer

It has been proven that memories associated with high levels of arousal are more easily recalled and recalled in higher detail

Attention + emotion = an optimum level of arousal

Source: WORK Research 2007. ‘Drawing conclusions’ – DCM (previously Carlton Screen Advertising)

TV & CINEMA WORK IN DIFFERENT WAYS

TV

High frequency raises top of mind awareness but delivers lower message out take because of selective attention

Cinema

Lower frequency but with deep message out take because of high attention and improved ability to remember

Source: WORK Research 2007. ‘Drawing conclusions’ – DCM (previously Carlton Screen Advertising)

WHAT DOES THIS MEAN FOR ADVERTISERS?

Drawings of adverts after a typical evening at home while multi-tasking show a thematic level of take-out:

Colours, characters and music, but often unbranded

Drawings of adverts after a typical evening at the cinema display details:

Brand, facts, prices, dates, executional features AND meaning: interpretation and effect of the ad

Source: WORK Research 2007. ‘Drawing conclusions’ – DCM (previously Carlton Screen Advertising)

THE EVIDENCE(THE DRAWINGS)

Abbey ‘Rabbit’ Ad

CINEMA: THE QUALITY END OF YOUR BROADCAST SCHEDULE

ABBEY “RABBIT” AD

Source: WORK Research 2007. ‘Drawing conclusions’ – DCM (previously Carlton Screen Advertising)

MULTI-TASKING ENVIRONMENT (AT HOME)

CINEMA: THE QUALITY END OF YOUR BROADCAST SCHEDULE

Basic brand colours Memory of a rabbit Some recall of ad setting

Source: WORK Research 2007. ‘Drawing conclusions’ – DCM (previously Carlton Screen Advertising)00

CINEMA: THE QUALITY END OF YOUR BROADCAST SCHEDULE

Interest rate recalled Executional details and logo Analysis of meaning

SINGLE-TASKING ENVIRONMENT (IN CINEMA)

Source: WORK Research 2007. ‘Drawing conclusions’ – DCM (previously Carlton Screen Advertising)

CONCLUSION

The cinema experiencedelivers:1. Significantly more detailed ad

recall - remembering specific facts (e.g. interest rate)

2. Deep message take out & brand communication – understanding the ad’s deeper meanings and effect

TV delivers:1. Top of mind awareness through

high frequency – drip feeding themes & brand awareness

In unison, TV works by repeating the brand levelmessage while cinemaprovides a deeper impact

Source: WORK Research 2007. ‘Drawing conclusions’ – DCM (previously Carlton Screen Advertising)