SOURCE: Integrated Media Measurement Inc.
August 01, 2007 10:31 ET
Radio Advertising Helps Wake Up Sleeper "Knocked Up"
Combination of Television and Radio Exposure Doubles Audience Attendance for Hit Film
SAN MATEO, CA--(Marketwire - August 1, 2007) - When it came to spreading the word about
"Knocked Up," radio advertising was one of the driving forces in getting
people to go see the film, according to results released today by
Integrated Media Measurement Inc. (IMMI), a leading provider of consumer
behavior data to media companies and advertisers. The surprise summer hit
has grossed more than $142 million in the U.S. since its June 1 opening.
The data, which was collected by monitoring actual individual behavior,
shows that people who were exposed to both television and radio advertising
for the movie were more than twice as likely to see the movie than people
who had only been exposed to television commercials.
"For the right products, radio continues to be a marketing force to be
reckoned with," said Amanda Welsh, head of research for IMMI. "Our study
shows that the effectiveness of television can be maximized by using
alternate platforms, like radio, to break through message clutter. The
impact of seeing or hearing a message in several places is proving to be
quite strong and enables advertisers to get an overall better
return-on-investment for their dollars."
The study was implemented through a research panel built by IMMI that
mirrors U.S. Census results for fundamental demographics in key markets.
IMMI provides thousands of panel members across the country with a mobile
phone, asking them to carry it with them wherever they go. The mobile
phone is equipped with a technology that creates digital signatures of all
the audio media (television, radio and movies) to which it has been
exposed. IMMI can determine viewing audiences, as well as certain types of
consumer behavior based on a timeline of when the media was viewed or
Integrated Media Measurement Inc. (IMMI) is the developer of an end-to-end
media measurement system that links media exposure to consumer action.
Using a mobile-phone-based digital monitoring system, IMMI tracks almost
all media 24/7 and helps businesses evaluate the effectiveness of their
advertising campaigns. IMMI is based in San Mateo, Calif. More
information is available at www.immi.com.