TNS-Sofres’ Megabrand study demonstrates that cinema is a privileged meeting place between consumers and brands, eventhough brand loyalty has decreased
April 3, 2006 (Press Release) --
Paris, 31st March 2006 – Screenvision France, the French subsidiary of Europe’s leading screen advertising sales house, has published the results of a study conducted by leading French marketing studies institute TNS-Sofres, regarding behaviours of heavy cinemagoers towards brands. The Megabrand study demonstrates that for 15 year olds and upwards who go to the cinema at least once a month, brand commitment power and acceptance of the brand premium are higher than average. Cinema therefore appears to have become a true meeting place between consumers and the brands that choose to communicate in this medium.
Heavy cinemagoers: A public that remains sensitive to brands in a context of global decrease
The path to commitment represents the course of a consumer with regards to a brand, from awareness to the choice of a given brand rather than another, to evocation, quality and usage of the brand. From 1997 to 2005, brand commitment power decreased by 34 % for 15 yr olds +. Heavy cinemagoers, on the other hand, have a higher than average brand usage and commitment level. Indeed, 239 out of 1 000 heavy cinemagoers are considered brand users, that is to say 12 % more than the entire French population. 124 out of these 1 000 would recommend purchasing the brands in the future, which is 8 % more than the average for 15 yr olds +.
Heavy cinemagoers: consumers loyal to brands
The acceptance of a brand premium manifests itself through the choice of purchasing a brand and remaining loyal to it even if it implies an added cost. To estimate this acceptance, a ’price test’ is done, which relies on three criteria: rejection of the cheapest, worthiness of the added cost of the bigger brand, and loyalty to a brand irrespective of the added cost.
Eventhough 16.3 % of 15 yr olds + comply with these three criteria (decreased by 40% compared to 1994), 24.5 % of the heavy cinemagoers fit into the 3 imperatives. Those who regularly go to the cinema are therefore more sensitive to a brand premium than the average, they are willing to pay more in order to acquire a branded product and stay loyal to them even if the price evolves.
For an advertiser, communicating through the cinema therefore is a guarantee of reaching a population more affected by brands than the average, more receptive to its message and more inclined to purchasing the products that are presented. The cinema is the privileged medium in which a brand culture is built.
The full results of this study are available on demand.
Methodology
The Megabrand study is conducted every year by TNS-Sofres since 2001. Its aim is to evaluate consumers’ interest for brands. Its reference is the whole of the French population aged 15 years upwards which represents 48 million individuals. For the 2005 edition, TNS-Sofres questioned 5 094 people and tested 300 brands.
In order to evaluate the impact of cinema on consumer & brand relationships, Screenvision France asked TNS-Sofres to do a focus in its Megabrand study on heavy cinemagoers, i.e. those who go to the cinema at least once a month, who represent 20 % of 15 year olds +.
More information is available from the Screenvision Europe website : www.screenvisioneurope.com.
Heavy cinemagoers: A public that remains sensitive to brands in a context of global decrease
The path to commitment represents the course of a consumer with regards to a brand, from awareness to the choice of a given brand rather than another, to evocation, quality and usage of the brand. From 1997 to 2005, brand commitment power decreased by 34 % for 15 yr olds +. Heavy cinemagoers, on the other hand, have a higher than average brand usage and commitment level. Indeed, 239 out of 1 000 heavy cinemagoers are considered brand users, that is to say 12 % more than the entire French population. 124 out of these 1 000 would recommend purchasing the brands in the future, which is 8 % more than the average for 15 yr olds +.
Heavy cinemagoers: consumers loyal to brands
The acceptance of a brand premium manifests itself through the choice of purchasing a brand and remaining loyal to it even if it implies an added cost. To estimate this acceptance, a ’price test’ is done, which relies on three criteria: rejection of the cheapest, worthiness of the added cost of the bigger brand, and loyalty to a brand irrespective of the added cost.
Eventhough 16.3 % of 15 yr olds + comply with these three criteria (decreased by 40% compared to 1994), 24.5 % of the heavy cinemagoers fit into the 3 imperatives. Those who regularly go to the cinema are therefore more sensitive to a brand premium than the average, they are willing to pay more in order to acquire a branded product and stay loyal to them even if the price evolves.
For an advertiser, communicating through the cinema therefore is a guarantee of reaching a population more affected by brands than the average, more receptive to its message and more inclined to purchasing the products that are presented. The cinema is the privileged medium in which a brand culture is built.
The full results of this study are available on demand.
Methodology
The Megabrand study is conducted every year by TNS-Sofres since 2001. Its aim is to evaluate consumers’ interest for brands. Its reference is the whole of the French population aged 15 years upwards which represents 48 million individuals. For the 2005 edition, TNS-Sofres questioned 5 094 people and tested 300 brands.
In order to evaluate the impact of cinema on consumer & brand relationships, Screenvision France asked TNS-Sofres to do a focus in its Megabrand study on heavy cinemagoers, i.e. those who go to the cinema at least once a month, who represent 20 % of 15 year olds +.
More information is available from the Screenvision Europe website : www.screenvisioneurope.com.
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