Val Morgan Cinema has published published a new study examining the effectiveness of cinema in reaching high-value younger demographics, underscoring the role of the channel in the audiovisual mix, particularly its ability to enhance incremental reach and drive efficiency and impact per frequency

Conducted by Kantar, the study found that cinema delivers significant incremental reach and multi-channel synergy among youth audiences. Specifically, 44% of cinema’s reach is incremental to television, 31% is incremental to digital, and 18% is incremental to both television and digital platforms. Furthermore, cinema is noted for its efficiency, delivering a 15% share of campaign impact per person with just 6% of the budget.

The study was a meta-analysis of 15 campaigns featuring cinema, incorporating inputs from over 15,000 consumers in Australia, with a focus on audiences aged 18-34. The research utilised ad equity metrics from Kantar’s Media Reactions 2024 report and cross-media analysis from Kantar LIFT+ campaign measurements.

Head of Media Insights at Kantar, Sharon Hilton, said: “The research was crucial in measuring and understanding campaign impact and ad equity perceptions amongst the GenZ cohort. 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.”

Managing Director of Val Morgan Cinema, Guy Burbidge, 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. 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.”