Cinema advertising: The Unbeatable Choice

Cinema advertising hits like a blockbuster. While ad breaks in other media are often viewed as an annoying necessity, they take on a completely different character on the big screen.
Recent studies reveal that cinema advertising is predominantly perceived positively by audiences and enjoys high levels of acceptance. According to the 2023 «Cinema Barometer» analysis published by SL Research, many cinema-goers find advertising in cinemas more enjoyable compared to other media.¹
Did you know that cinema advertising is so popular among audiences that it is at the top of a prestigious ranking? According to a recent study by Kantar, which surveys around 1,000 marketing professionals worldwide each year, cinema advertising secures an impressive second place among the most popular advertising channels from a consumer perspective.²
What makes cinema advertising so special?
There are many reasons: the distraction-free environment, the large screen, and the high-quality sound significantly enhance the impact of cinema advertising. This unique setting not only makes ads feel like an integral part of the cinema experience but also increases audience acceptance compared to other forms of advertising.³
Streaming advertising faces resistance
Other media, such as streaming services, face much greater resistance when it comes to advertising. A recent study by Admeira on the perception of ads on platforms like Netflix and other streaming providers found that many viewers would willingly pay extra fees to avoid advertisements.⁴
Advertising with quality advantages
Cinema advertising may be considered a niche medium, but it boasts several distinctive qualities that set it apart from other advertising platforms.
With the big screen as the centrepiece of the cinema, advertising achieves a powerful visual impact and captures the audience’s full attention — unskippable and guaranteed to deliver high visibility. Unlike digital advertising formats, where ad blockers and fraud are common issues, cinema advertising offers a trustworthy environment with a high degree of brand safety. Advertisers know precisely where, when, and how their ads are shown.⁵
These factors make cinema advertising an extremely effective medium for advertisers, creating a deep emotional connection and ensuring strong brand awareness.
Sources:
1 Studie Kinobarometer, SL Research 2023
2 Kantar Media Reactions 2024
3 Eyetracking Studie 2019, Weischer.Cinema
4 Studie «Werbung auf Netflix & Co.»: Das meinen Konsument:innen dazu, Admeira 2022
5 Der schwierige Kampf um Qualität in der digitalen Werbung, Marketing & Kommunikation 2017
Are you ready to bring your brand to the big screen?
Let’s work together to harness the benefits of cinema advertising for your business.