Cinema has one of the highest advertising equities among younger audiences, according to research by Kantar, commissioned by Val Morgan Cinema.
The study was conducted through analysis of ad equity metrics from Kantar’s Media Reactions 2024 report and cross-media analysis (drawn from Kantar LIFT+ campaign measurements).
The research found cinema delivers incremental reach and multi-channel synergy among youth audiences: 44% of Cinema’s reach was incremental to TV; 31% was incremental to digital; and 18% incremental reach to both TV and digital.
And that cinema is one of the most efficient media channels, delivering impact far beyond its budget share, delivering 15% share of campaign impact per person (impact per Reach percentage) reached with just 6% of the budget.
“The research was crucial in measuring and understanding campaign impact and ad equity perceptions amongst the GenZ cohort,” said Sharon Hilton, head of media insights, Kantar.
“The insights confirmed that Cinema is a powerful campaign driver. Audiences are immersed in a high-quality setting where brand messages can resonate – a catalyst for impactful storytelling and deep audience connections.
“In an era where engagement is increasingly fragmented, Cinema stands to deliver focused, distraction-free moments, ensuring that brand messages are not only seen but deeply felt, creating lasting impressions for GenZ.”
Guy Burbidge, managing director of Val Morgan Cinema, said youth audiences have been a bedrock of cinema for many years.
“The channel offers brands something truly valuable for brands—it’s a curated, deeply engaging, immersive experience that has the highest level of ad equity, attention, and mental availability,” he said.
“The power of the big screen translates into genuine brand outcomes.
“Over the next few months, the slate is full of golden opportunities for brands to align with and leverage globally recognised IP that will undoubtedly deliver youth audiences, with Thunderbolts* in May and 28 Years Later releasing in June. July will see two massive superhero epics—Superman and Fantastic Four: First Steps release—followed by Freakier Friday in August.”
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