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U.K. Advertisers Should Take A Close Look At The Opportunities Offered By The Cinema

February 17, 2011: 04:56 AM EST
The solid health of cinema in the U.K. – thanks to a variety of factors including 3-D and innovative price promotions – offers a major opportunity for advertisers, says Ipsos mediaCT associate director Judith Kennedy. Data from IPA TouchPoint 3 indicates that 15 percent of British adults take in a movie at least once a month. That number rises to 38 percent among 15 to 24-year-olds. Twenty-two percent of non-white adults visit the cinema at least once a month. Compared to other adults, monthly cinema-goers tend to be  young, up-market and affluent. Research has found that cinema advertising leads to detailed, spontaneous, long-lasting product recall, and instills higher brand approval than the same advertising on television.
Judith Kennedy, "The power of the big screen", brandrepublic.com, February 17, 2011, © Haymarket Business Media
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