New research into cinema advertising in SA shows that for every rand spent there is a return on investment (ROI) of up to R4.50. Karen Bailey, managing partner of Cinevation and general manager of Popcorn Cinema Advertising Sales, says this compares with television ROI, which ranges from R1.10 to R1.80 for every R1 spent. This data is derived from a Nielsen Advanced Analytics study that included 17 brands analysed over 156 weeks. Bailey believes the success of the medium lies in the way cinema advertising has evolved and is purchased. "Cinema allows for targeting specific geographics and demographics, and though many advertisers follow movies for the mass appeal and reach provided by the blockbusters, others choose a more focused reach gained with specific movies."

Subscribe now to unlock this article.

Support BusinessLIVE’s award-winning journalism for R129 per month (digital access only).

There’s never been a more important time to support independent journalism in SA. Our subscription packages now offer an ad-free experience for readers.

Cancel anytime.

Would you like to comment on this article?
Sign up (it's quick and free) or sign in now.

Speech Bubbles

Please read our Comment Policy before commenting.