Movie theaters offer the most-premium way to advertise because viewers are most leaned in after the lights go down, according to Jeremy Morgante, SVP of data and programmatic at Screenvision Media.
In fact, Screenvision, Amplified Intelligence and MAGNA Media Trials found that ads delivered during the pre-show captured just under three times the attention of streaming or other digital video 30-second spots — with 84% attention compared to 30% on average. That 84% number is by far the highest attention rating of any channel that was tracked. The studies also found in-cinema ads had a staggering 88% average recall among viewers.