New York, N.Y., January 29, 2013 - Kia Motors America (KMA) will be back in-cinema advertising for the premiere of its 2013 big game commercial. The fast-growing automaker will be running a 15-second teaser for its upcoming 60-second, "Space Babies," ad for the redesigned 2014 Sorento CUV on more than 14,000 screens in Screenvision's coast-to-coast, in-cinema advertising network. In addition, Screenvision will run interstitials to bring greater attention to the teaser and remind moviegoers to tune-in for reveal of the full spot on February 3.
According to Screenvision's Chief Revenue Officer Jim Tricarico, Kia is capitalizing on research that demonstrates how combining cinema and TV buys can have significant impact, and doubles the ROI, on ads created for major events like the Super BowlTM, The Academy AwardsTM and The GrammysTM. "The Super BowlTM is not only football's ultimate event; it's the most watched media showcase for the advertising industry and marketers," states Tricarico. "It's where advertisers stretch their budgets, and agencies their imaginations, to wow consumers and create a buzz that can last all year, and for years to come, in some cases. It is a real statement that Kia is choosing cinema as a media element to prime consumers with this teaser campaign for its big Super BowlTM ad."
Proprietary research from Screenvision indicates that Cinema works as a great complement to TV advertising throughout year, increasing purchase intent/consideration by +36 percent, brand recommendation by +39 percent and top of mind unaided brand awareness by +50 percent. And in particular with the Super BowlTM, according to a recent study by Screenvision and Lieberman Research Group, an in-cinema buy to support a Super BowlTM ad increases affinity (the overall opinion of the brand) by +41 percent and generates +27 percent in brand awareness. It also generates a +27 percent gain in positive word-of-mouth, a +13 percent in positive brand recommendation, as well as 77 percent of the respondents surveyed thought ads were a good fit for cinema. (Additional details on methodology and results available upon request).
"Launching Kia's Super Bowl commercial with Screenvision for the second consecutive year builds on last year's remarkable success where it created early word-of-mouth buzz before more than 100 million people viewed it during the big game," said Michael Sprague, executive vice president, marketing & communications, KMA.
The teaser spot can be seen at YouTube.com/Kia