Attention metrics have risen to the forefront for Canadian marketers and advertisers facing the increasingly difficult task of capturing and holding the attention of consumers in today's fast-paced digital world.
In this first Canadian cinema-based study on attention, English-speaking and bilingual moviegoers were recruited to measure exactly where and how long Canadian cinema audiences are paying attention to the content on-screen and what impact that attention has for brands.
UNMATCHED VIEWING – From viewable to viewed: Cinema ads are virtually unmissable with 100% of cinema audiences viewing ads on the big screen.
MORE TIME SPENT – Moviegoers spend more time watching ads in cinema, paying on average 80% active attention to on-screen advertisements. Strong cinema attention scores hold across all spot lengths and age groups, and regardless of language preference.
THE ATTENTION LEADER – Cinema ranks #1 in attention paid to advertising with attention scores 2-5X higher than linear and CTV and up to 9X higher than digital video channels.
STRONGER BRAND OUTCOMES – High attention scores in cinema deliver strong impact for brands with 75% average brand recall and a +35% uplift in brand choice.
