New research by Val Morgan Cinema and Kantar has confirmed that cinema is a powerful campaign pilot among the youth public.
Cinema Val Morgan He ordered Kantar to conduct a study on the youth public to understand the ability of the cinema to fulfill the youngest demographics of high value.
Research highlights the power of cinema in mix AV to build incremental range and its ability to generate greater efficiency and frequency impact.
Essential public
As today’s trend creators and tomorrow’s economic powers, the youthful public plays a vital role in brand growth growth and successful results. Building in 2024 Famous Research Study Independently commissioned by cinema Val Morgan, which highlighted the brand’s fame as an important factor in brand growth, Val Morgan cinema has discovered another crucial view: the youthful audience is essential.
The study, conducted through the analysis of Kantar 2024’s media reactions report and cross media analysis (withdrawal of Kantar Lift+ Campaign campaign) among younger audiences, said the place and the value of cinema in the media mix to connect to the youth public:
- Cinema has one of the highest advertising actions among the younger audience, making it a powerful tool to create positive perception of the brand. Its ability to involve viewers promote brand affinity and long -term loyalty.
- Cinema offers incremental range and multichannel synergy among youth public: 44% of the cinema range was incremental to TV
- 31% was incremental to digital
- 18% were incremental range for TV and digital
- Cinema is one of the most efficient media channels, providing impact far beyond its budget participation, providing 15% participation in the impact of the campaign per person (impact by percentage of range) reached with only 6% of the budget.
Understanding Generation Z.
Sharon Hilton, chief of media insights, Kantar says: “The research was crucial to measuring and understanding the impact of the campaign and the equity perceptions of the ad between The Z generation cohort. Insights have confirmed that cinema is a powerful campaign pilot. The public is immersed in a high quality environment, where brand messages can resonate-a catalyst to tell impactful stories and deep public connections. At a time when engagement is increasingly fragmented, cinema is to offer focused and distraction moments, ensuring that brand messages are not just seen, but deeply felt, creating lasting impressions for generation Z. ”
Guy Burbidge, Cinema Managing Director Val Morgan, adds: “The youth audience has been a foundation for many years.
“In the coming months, the board is full of gold opportunities for brands to align and leverage the globally recognized IP that will undoubtedly deliver the youth audience, with Thunderbolts* in May and 28 years later Launch in June. July will see two huge epics of super -heroes – Superman and Fantastic Quartet: First Steps Launch – Followed by Freakier Friday in August. ”
Visit https://www.valmorgan.com.au/famous To download the full report.
