# National CineMedia releases first cinema attention measurement study, conducted by Lumen in collaboration with dentsu Author: Pal Sinha, Barnali Author URL: https://financedigest.com/author/pal-sinha-barnali Published: 2023-03-15 Category: NEWS Category URL: https://financedigest.com/category/news Meta Title: Cinema Tops All Video Platforms in Attention Study Meta Description: NCM's pioneering study finds cinema ads outperform all other video platforms, driving increased brand recall and consumer choice. Learn more here. URL: https://financedigest.com/national-cinemedia-releases-first-cinema-attention-measurement-study-conducted-by-lumen-in-collaboration-with-dentsuhtml ![undefined](https://prod.superblogcdn.com/site_cuid_cm5qst7v3003gwirgwqtxn8i8/images/ncm-pr-images-attnstudy-2-1736814312310-compressed.jpg) _Study finds cinema is number-one media platform for attention when measured against any other video platform_ Cinema advertising network National CineMedia (NCM®) has announced the release of the [first US cinema attention measurement study](https://attentionreport.ncm.com/) conducted by Lumen, the leading technology company for attention measurement, in collaboration with dentsu, the agency leader in attention. The study finds that ads played in cinemas ranked number one for consumer attention when measured against all other video platforms. Other key insights include: - **Greater attention score**: Cinema attention scores were four to seven times greater than all other video channels including TV, CTV, social and digital ads, across a variety of brands and categories. - **Significantly more** [consumers watching: Two-and-a-half times more consumers watched ads playing](https://www.financedigest.com/why-the-bank-branch-still-has-a-role-to-play-for-consumers.html "Why the bank branch still has a role to play for consumers") in cinema compared to TV and CTV – 97% for cinema ads versus 38% for TV and 35% for CTV ads. - **Longer duration**: Consumers watched cinema ads for a longer duration compared to other video platforms – three times more than for TV and CTV and up to ten times more than [social media](https://www.financedigest.com/ai-and-social-media-are-revolutionizing-personal-finance-in-2023.html "AI and Social Media Are Revolutionizing Personal Finance in 2023"). - **Correlation with recall and choice**: A direct correlation was found between attention metrics and brand recall and brand choice – higher attention metrics lead directly to enhanced performance of the advertising, which can result in increased sales lift, foot traffic and [app downloads](https://www.financedigest.com/40000-downloads-of-e-money-app-devere-vault-by-end-of-2017.html "40,000+ downloads of e-money app deVere Vault by end of 2017"). The [study used Lumen’s proprietary eye-tracking technology to determine attention](https://www.financedigest.com/playground-xyz-shines-a-light-on-the-nuanced-interplay-between-context-creativity-and-attention-for-advertisers-in-new-study.html "Playground xyz shines a light on the nuanced interplay between context, creativity and attention for advertisers in new study") metrics and applied questionnaires and brand-choice methodologies to correlate the impact of the ad attention on subsequent recall and intention to purchase. Wendy’s, [adidas and 10 other brands across retail](https://www.financedigest.com/as-world-cup-breaks-records-adidas-nike-navigate-bumps-in-retail-demand.html "As World Cup breaks records, Adidas, Nike navigate bumps in retail demand"), automotive, apparel, CPG, QSR, telecom, entertainment and pharma participated in the study. NCM’s cinema attention metrics will [enable dentsu to determine the value](https://www.financedigest.com/iris-acquisition-enables-accountants-to-add-greater-value-to-their-clients.html "IRIS acquisition enables accountants to add greater value to their clients") of that attention, having combined it with cost and recall scores, and compare it to other channels and platforms in their broader database. Their teams will now be able to include cinema as part of the overall [decision-making process](https://www.financedigest.com/board-report-highlights-complex-decision-making-process-across-banking-and-finance-sector.html "Board Report Highlights Complex Decision-Making Process Across Banking and Finance sector") using those metrics and benchmarks. “As we celebrate the fifth-year anniversary of our dentsu Attention Economy initiative, we know that attention metrics can increase the effectiveness of media [plans and we are eager for broader adoption across the industry](https://www.financedigest.com/eu-announces-plans-to-lead-green-industrial-revolution.html "EU announces plans to lead green industrial revolution"). We’re thrilled that NCM has taken this step to [expand the industry’s](https://www.financedigest.com/industrial-explosives-market-is-estimated-to-expand-at-a-healthy-cagr-of-more-than-6-over-the-forecast-period-of-2021.html "Industrial Explosives Market Is Estimated To Expand At A Healthy CAGR Of More Than 6% Over The Forecast Period Of 2021") overall understanding of attention by testing in cinema, and the results speak for themselves. With a proven, captive and attentive audience, we can leverage the attention data we have to understand how to incorporate cinema as part of an overall channel mix,” says Joanne Leong, VP, [Global Partnerships](https://www.financedigest.com/lumen-research-and-tvision-announce-global-partnership-for-advanced-attention-first-measurement-and-media-buying.html "Lumen Research and TVision Announce Global Partnership for Advanced Attention-First Measurement and Media Buying") & Planning at dentsu. “If there’s one [thing we’ve learned over more than ten years](https://www.financedigest.com/2017-the-year-of-the-internet-of-some-things.html "2017 – The year of the Internet of ‘SOME’ Things") tracking attention metrics, it’s that you never know what advertisement or medium will be the most engaging for consumers. We are thrilled to have worked with NCM to track cinemagoers’ attention when viewing ads in the cinema. This important [study will help shape](https://www.financedigest.com/creative-courage-is-the-go-to-strategy-for-tech-marketers-in-a-post-pandemic-age-shaped-by-study-reveals.html "“Creative courage” is the go-to strategy for tech marketers in a post-pandemic age, Shaped By study reveals") how advertisers view their in-cinema advertising strategy,” adds Mike Follett, Managing Director of Lumen Research. “We are seeing the marketplace start to shift from the long-time legacy metric of exposure to the more relevant new [measure of attention](https://www.financedigest.com/playground-xyz-study-finds-carbon-emissions-from-digital-ads-fall-by-63-on-average-when-measured-and-optimized-for-attention-time.html "Playground xyz study finds carbon emissions from digital ads fall by 63% on average when measured and optimized for attention time") when analysing the relative value of media platforms. Lumen’s new attention study proves what we have always believed – that cinema advertising is the best medium for brands to reach and engage our young, diverse, and highly valuable audience,” adds Mike Rosen, Chief Revenue Officer at NCM. **Methodology** Cinemagoers were recruited to participate in the [study and watch a showing of Black](https://www.financedigest.com/specialty-carbon-black-market-is-anticipated-to-grow-at-a-significant-rate-tmr-study.html "Specialty Carbon Black Market is anticipated to Grow at a Significant Rate | TMR Study") _Panther: Wakanda Forever_ in Los Angeles, CA. Participants agreed to be filmed and were told to act as they normally would from the moment they walked into the auditorium. The environment was set up to mimic a regular moviegoing experience. Participants had snacks and phones, and were able to get up as needed. With six screenings over the [course of two days](https://www.financedigest.com/britain-on-course-for-hottest-day-on-record.html "Britain on course for hottest day on record"), 151 adults aged 18+ were exposed to the NCM pre-show with ads in November 2022. Discreetly arranged infrared cameras recorded respondents and [measured whether they were paying attention](https://www.financedigest.com/teads-partners-with-lumen-research-to-offer-attention-measurement-to-clients-globally.html "Teads partners with Lumen Research to offer attention measurement to clients globally") to the screen. Footage was filmed so that Lumen could detect pupils and body movements in the dark. TV and CTV Norms:  TVision data (Jan-Dec 2022, n: 5000 Homes) [Digital Norms:  Attention Economy](https://www.financedigest.com/going-cashless-the-developing-digital-economy.html "Going Cashless — The Developing Digital Economy") figures based on US Lumen Mobile Passive Panel Data (2021, Impressions = 3,775) **For more information:** Maryum Sheikh, Press Lead, [The Digital Voice™](https://www.thedigitalvoice.co.uk/) [press@thedigitalvoice.co.uk](mailto:press@thedigitalvoice.co.uk) **About National CineMedia, Inc.** National CineMedia (NCM) is America’s Movie Network. As the largest cinema advertising network in the U.S., we [unite brands with young](https://www.financedigest.com/soccer-second-string-man-united-held-by-young-boys.html "Soccer-Second-string Man United held by Young Boys"), diverse audiences through the power of movies and popular culture. NCM’s _Noovie®_ pre-show is presented [exclusively in 47 leading national and regional](https://www.financedigest.com/adverty-and-yazle-announce-exclusive-in-game-ad-partnership-in-mena-region.html "Adverty and Yazle announce exclusive in-game ad partnership in MENA region") theater circuits including AMC Entertainment Inc. (NYSE:AMC), Cinemark Holdings, Inc. (NYSE:CNK) and Regal Entertainment Group (a subsidiary of Cineworld Group PLC, LON: CINE). NCM’s cinema advertising [network offers broad reach and unparalleled audience engagement with over 20,100 screens in over 1,600 theaters in 195 Designated](https://www.financedigest.com/keysource-awarded-major-contract-to-design-nationwide-network-of-data-centres-throughout-china.html "KEYSOURCE AWARDED MAJOR CONTRACT TO DESIGN  NATIONWIDE NETWORK OF DATA CENTRES THROUGHOUT CHINA") Market Areas® (all of the top 50). NCM Digital and Digital-Out-Of-Home (DOOH) go beyond the big screen, extending in-theater campaigns into online, mobile, and place-based [marketing programs to reach](https://www.financedigest.com/herbal-supplements-market-to-reach-us-191-7-bn-by-2030-at-10-6-cagr-fmi.html "Herbal Supplements Market to Reach US$ 191.7 Bn by 2030 at 10.6% CAGR: FMI") entertainment audiences. National CineMedia, Inc. (NASDAQ:NCMI) owns a 74.6% interest in, and is the managing member of, National CineMedia, LLC. For more information, visit www.ncm.com and www.noovie.com. **About Lumen:** Lumen is the leading attention [technology company in the world](https://www.financedigest.com/is-wearable-technology-ushering-in-a-brave-new-healthy-world.html "Is wearable technology ushering in a brave new healthy world?"), with large-scale attention panels in the US and the UK, and temporary panels across many other global markets. Lumen’s eye-tracking technology converts the webcam on a user’s [phone or desktop computer into a high-quality eye-tracking camera](https://www.financedigest.com/snap-happy-79-of-brits-ditch-digital-cameras-in-favour-of-phone-photos.html "Snap Happy: 79% of Brits ditch digital cameras in favour of phone photos"), capturing not only what users could see, but also what they do in fact look at. Lumen’s eye-tracking panels are recruited to be nationally representative and fully [GDPR compliant](https://www.financedigest.com/solgari-releases-gdpr-mifid-ii-compliant-sms-service-as-part-of-integrated-omni-channel-cloud-communications-platform.html "Solgari releases GDPR & MiFID II Compliant SMS service as part of Integrated Omni-Channel Cloud Communications platform"). --- This blog is powered by Superblog. Visit https://superblog.ai to know more. ---