• by David Goetzl  @dgoetzl, January 3, 2012

In-cinema sales firm Screenvision says running a Super Bowl ad on the silver screen following its appearance in the big game can boost ROI, including providing lifts in brand awareness and word-of-mouth benefits.

Looking to generate business among advertisers in the Super Bowl, along with those in the upcoming Academy Awards and Grammy broadcasts, it released results of a study conducted with a research firm showing double-digit increases.

The data coming from Screenvision, which runs ads on 15,000 screens, and Lieberman Research comes from studies conducted following last year’s Super Bowl in two fashions: where both groups saw the Super Bowl ads during the game and in the cinema.

There was an online survey of 1,000 adults ages 18-plus in the two-day period after the big game, along with interviews of about 300 people in Los Angeles and Nashville theaters who saw the ad the weekend after the game.

Screenvision says results showed that among the groups recalling the ad in both media, brand affinity or overall opinion of the brand was 41% higher and brand awareness was up 27%. The likelihood of passing along positive word-of-mouth commentary also was up 27%.

Screenvision also said the big-event creative generated 12% higher recall among those who only saw an ad in cinemas versus those who had only viewed it on TV. Ad likeability using the same comparison was up 14%.

The sales-pitch research comes as Super Bowl advertisers are increasingly looking for ways to extend the effectiveness of their expensive in-game ads.