At the Digital-Media Hungary! - 2025 conference on 13-14 May, we were delighted to hear Kantar Hoffmann's latest independent research on the effectiveness of advertising surfaces in terms of the ad viewership/readership ratio, known as Advertising Equity.

Why does cinema work so well as an advertising platform?

The answer is clear from the research data: cinema advertising tops the Advertising Equity rankings with a score of 72 - far ahead of all other media.

Advertising Equity is an indicator of media effectiveness that measures the extent to which consumers accept or perceive positively advertising in a given medium. It is not just about reach, but also about the quality of reception of the advertising message and trust in the medium.

A cinema score of 72 shows that cinema advertising is not only perceived but also received well by the audience, making cinema one of the most effective advertising media for brand building.

What does this mean for advertisers?

Cinema is not just a form of advertising reserved for "special occasions", but can be a strategic tool for thoughtful, brand-building communication.

Advertising in a cinematic environment is more memorable, more acceptable and more emotionally engaging - especially for premium or lifestyle-oriented brands.

The research also shows that it is worth rethinking the media mix and giving a greater role to platforms where we can not only reach consumers, but also connect with them in a qualitative way.