CINEMAS and local newspapers are claiming to be better protected against the effects of multi-screening than TV, with both sectors releasing research claiming their viewers are less likely to switch off or turn to other screens.
The research has clear implications for advertisers, as concerns grow about how to reach viewers who increasingly turn to other devices during TV ad breaks.
According to a study commissioned by cinema advertising network Val Morgan, cinema ads deliver six times the impact and engagement of TV.
The study by Australia Online Research found that cinema audiences were six times more likely to recall key aspects of ads than TV audiences.
Paul Butler, marketing director for Val Morgan, said: ''Virtually all [96 per cent] of the cinema audience were present for the advertising pre-show, whilst ad avoidance and multitasking behaviour was the norm whilst the TV was on.''
Research by industry body The Newspaper Works found people were twice as likely to inquire about an advertised product in a regional newspaper than for a radio ad.
People believed regional newspapers were more reliable, honest and fair than other local media. Community newspapers were seen as hands-on, supportive and as an intrinsic part of the community.
Fifty-seven per cent of readers felt more positive about businesses that advertised in their local paper, compared with 14 per cent for local TV, 15 per cent for local radio and 18 per cent for letterbox flyers.