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Cinema Tops Millward Brown ROI Study

  • Campaign, Tuesday, November 24, 2015 6:27 AM

Pound-for-pound cinema outperformed all of the other media in all but one of the five metrics in Millward Brown's research. Cinema was the strongest medium for making brands memorable with a return of investment (ROI) of 2.9%. The best-performing media for driving love was also cinema with an ROI of 2.4% -- and Millward Brown found it delivered the biggest contribution to brand difference with an ROI of 2.9%, followed by magazines with 1.9%.

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