Improve your hospitals brand and message recall. Run your television commercials on the big screen.
Television advertising continues to prove to be very effective. And research indicates that running those same spots simultaneously as cinema ads significantly improves that effectiveness. Research commissioned by NCM Media Networks concluded that TV commercials played in movie theatres substantially boost both recall and likability.
A multi-media approach always has strong advantages over a single media campaign. And this research indicates that combining two sight, sound and motion mediums is particularly effective. Television provides broad reach and the cinema experience boosts engagement levels.
The research, reported by Joe Mandese in Media Daily News is based on an eight-year study of more than 22,000 consumer responses across 29 product categories. The results show the combination of TV and cinema, on average, generated a 65% lift in brand recall and a 94% boost in message recall. Essentially, television provides the reach and cinema strongly reinforces the message seen on television.
So as healthcare marketers, if we are using television advertising as part of our media mix it might be helpful to consider running the same ads at the movies. According to this research, it could significantly improve your television advertising effectiveness.