UKs best known cinema advertising contractor.

It was
founded in 1953 by brothers Ernie and Charles Pearl and
Bob Dean.
The research department at Pearl and Dean is split into
several sectors. Their research resources explains how,
and why, cinema consistently works for advertisers and
their brands as an advertising medium.
Firstly there is FAME; which covers all aspects of film
consumption

The experience of cinema,

DVD,
On-demand,
Trailers,
Advertising,
Reviews,
3D, digital,
Information sourcing,
Social media,
Piracy and more
There is a FAME survey which is targeted at people who
have been to the cinema in the past 6 months to make
sure the responses will be answered by people with a
recent cinema experience.
FAME provides an in-depth insight into the behaviour of
both adults and children. FAME also asks parents with
children aged 4 - 6yrs about the cinemagoing and film
consumption of their children, allowing for analysis of this
audience also.
Next there is 'Film monitor' links in with the FAME survey
as it provides audience profile data for individual films.
This survey is carried out by a fortnightly omnibus survey
of over 1,000 adults and children aged 7+. Every other
week 25 films are monitored covering demographics of
Age, Social, Class, Sex and Regions. Film Monitor
collects data while films are in theatres as the data is

constantly collect in field. The methodology allows a faster

collection of samples for large films closer to release and
allows smaller films to build larger samples by remaining
in field longer.
"The net result is better data on a wider range of films for profiling and
planning.
Film Monitor achieves a 6,750 sample quarterly (Weighted nat. rep sample) 24,000 adults, 3,000 kids per year."

Another research source made by Pearl and Dean is

'Movie talk' . This was created so people who go to
the cinema can tell them their views in relation to the world
of cinema and movies. This is seen through the Pearl and
Dean consumer website. Around 4 studies is conducted
from this with qualitative and quantitative data.
The qualitative data allows P and D to gain
an understanding of the responders thoughts on certain
areas. And the quan collects the qualitative data in
a quantity.
P&D has proved that it is "3 times more cost effective and
8 times more impactful than Tv' the advertisements in
cinema than TV. This is because the audience is more
captive; as their entire focus is on the screen. One impact
is viewers are likely to provide a 'proven recall' and
audience members can 'rule of misattribution'.
The 3 brands which were researched; when the brands
were exposed in the cinema this achieved significantly
higher recall scores than this who remembered watching it
on TV.

3/100 will remember a brand on a TV

25/100 will recall a brand from a cinema advert.

With8timestheimpact,thiscorroboratespreviousCAAresearchshowingthe
differencecinemacanmakewhenintegratedwithaTVcampaignbothbyreachinga
uniqueaudienceandalsobyreinforcingkeymessageswithsignificantlymoreimpact

The cost effectiveness? :

"The cinema is 3 times more cost effective on 1 exposure
compared to TV"
Higher brand Awareness - +20%
More enjoyment of Ad - +12%
Enhanced brand Perceptions - 21% stylish, 17% quality
More word of mouth - 40% are more likely to talk about ad