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Learn more about how greater ad attention at the movies drives stronger brand outcomes.

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Full Report

Cinema’s attention scores were 4x-7x times greater than all other video channels.

Significantly more consumers watch ads playing in a movie theater compared to Linear TV and CTV.

Consumers watch ads at the movie theaters longer than other video platforms.

Enter Attention Metrics. Growing in appeal among marketers, brands, and agencies as a means of leveling the playing field across media – ‘attention’ is quickly developing into the video ad industry’s unifying metric of efficiency and efficacy. This important revolution in media measurement is due to studies that show a statistically significant predictive value between attention scores and the advertising’s ultimate performance. These higher attention scores can directly correlate to increased sales lift, foot traffic, and app downloads, among other campaign objectives.
Developed in partnership by 
National CineMedia (NCM) and Lumen. Moviegoers were recruited to participate in the study and watch a showing of “Black Panther: Wakanda Forever” at a movie theater in Los Angeles. The audience was exposed to a pre-show ad reel consisting of a mix of brands. 

Cinema in the Media Mix:

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Benchmarking Attention to Cinema Ads vs All Other Media

Higher attention scores directly correlate with high ad recall and brand choice.