Cinema consistently is getting more attention

than any other type of media

In a world where consumers are constantly affected by different external distractions, grabbing and keeping their attention is essential to the success of any brand. According to a recent Lumen study by National CineMedia (NCM), cinema ads attract more attention than ads on all competing platforms.

Storytelling is triumphing on the big screen, with the value of consumer attention increasing as the length of the ad grows. While on other premium video platforms, this has the opposite effect on consumers, with a decline in sustained attention. The power of a powerful cinema screen not only sustains interest, but also reinforces ad/message recall and consumer brand choice.

The "Attention 2.0" research studies how cinema advertising is perceived and compares the medium with other forms of advertising. The results of the study show that cinema advertising is the most effective in maintaining viewers' attention. This is supported by the graph below, which shows that cinema-goers outstandingly see an average of 84% of a cinema ad. This compares to the various social and digital media platforms, where the average is only 10-20%.

Source: https://www.ncm.com/attention-report