December 8th, 2023, Kineree Shah
According to data from YouGov Global Profiles three in 10 consumers visit the cinema at least once a month (31%). Among these frequent cinemagoers, 36% say they enjoy watching ads at the cinema, pointing to a significant segment of the audience that is receptive to this form of advertising.
Our data reveals considerable variation in attitudes towards cinema ads across different markets. In Germany and Great Britain half of consumers say they enjoy watching cinema advertisements. Similarly, India, Thailand, and Saudi Arabia show high levels of engagement, with approximately 45-47% agreeing they enjoy these ads. In contrast, countries like Denmark exhibit considerably lower interest, with less than one in five of consumers favoring cinema advertisements (18%).
These cinema-going ad-enjoyers are much more likely to say they enjoy watching ads that feature their favorite celebrities. Seven in 10 frequent cinemagoers enjoy watching ads with their favorite celebs (70%), compared to less than two-fifths of all adults (38%). This is reflective of a younger demographic who generally show a higher inclination towards celeb endorsements in ads.
Additionally, 70% of cinemagoers who enjoy ads also report that advertisements helps them choose what they buy, a stark contrast to two-fifth of all adults who feel the same (41%). Furthermore, eight in 10 of this group love recommending things for people to try (79%), compared to half of all adults (53%), suggesting that they are not only influenced by ads but also likely to influence others.
Interested in the full dataset from 48 markets on people who enjoy ads at the cinema?
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Find out more on:
- Media habits of this target audience, including their streaming consumption patterns across international markets.
- Preferences and attitudes of cinemagoers who appreciate advertisements.
- Detailed demographic information, including age, income levels, and other key characteristics of this target audience.
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Methodology: YouGov Global Profiles is a globally consistent audience dataset with 1000+ questions across 48 markets. The data is based on continuously collected data from adults aged 16+ years in China and 18+ years in other markets. The sample sizes for YouGov Global Profiles will fluctuate over time, however the minimum sample size is always c.1000. Data from each market uses a nationally representative sample apart from India and UAE, which use urban representative samples, and China, Egypt, Hong Kong, Indonesia, Malaysia, Morocco, Philippines, South Africa, Taiwan, Thailand and Vietnam, which use online representative samples. Learn more about Global Profiles.