It has now been twelve years since 1999, when for the second time; a study was conducted to measure the effectiveness of cinema as an advertising medium, which required re-launching a similar research adapted to the times.

Cinema has always been regarded as one of the advertising media that brings greater efficiency in terms of quantity, quality and recall.

For this quantification to be representative of the media, it must take into account the greatest diversity of advertising exposure situations. Therefore, the study was performed in the two most different months, December and June, in terms of attendance to movies, advertising investment, advertising saturation and profile of spectators.

We also have the greatest sampling spread in cinemas/movie theatres (62), with a large variety of films (24), with a variety of advertising campaigns (54), from different brands, creations, durations, and shown in very varied advertising blocks.

It was necessary to adapt the questionnaires to each cinema/movie theatre to the questions that are being asked, correspond to the advertising situation experienced by the interviewees, so that it is feasible to consolidate the results by adding the data from each of the spots that we have not surveyed.

The change variables require in addition to ask the same questions on different samples of the same universe of moviegoers in two points in time; while the variables used to compare amongst different media, display the need to compare results with a random sample similar to that of moviegoers.

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