What makes a movie truly unforgettable today? TikTok content, some might argue. Barbie’s promotional content on the social media platform had garnered millions of views months before its release, Birds of Prey launched a hashtag challenge on the platform and more recently, It Ends With Us, perhaps capitalised on the ‘BookTok’ success of the namesake novel the movie is based on.
We delve into YouGov data to see on which channels do viewers notice promotional campaigns for new movies the most.
According to data from YouGov Surveys: Serviced, social media and TV (44% each) top the list of channels where viewers are most likely to notice promotional content for new movies in movie theatres. Three in ten viewers (30%) across 17 international markets notice such campaigns in movie theatres itself, while one in five (20%) notice them in out of home media like billboards.
Viewers across markets are least likely to notice promotional campaigns for new movies on podcasts (7%) and print journals or magazines (9%).
Reach out for a full demographic breakdown of this data
Market-specific insights on most effective channels for promotional campaigns for new movies
Promotional campaigns for new movies in theatres run on TV are the most likely to catch the attention of Italians (leading across markets at 64%), followed by Indians (56%) and Australians (54%).
TV is the most effective channel for viewers within the US (47%) and Great Britain (41%) as well, when it comes to promotional campaigns for new movies.
Social media works best for viewers in Indonesia (71%) and India (70%), followed by viewers in the UAE (66%).
Hong Kongers lead when it comes to out of home media (41%), when it comes to noticing promo stuff via radio, Italians come out on top (20%), while promotional campaigns on mobile apps (44%) and podcasts (19%) engage Indians the most.
Indians lead in two other channels as well – print journals or magazines (21%) and online journals or sites (30%).
New movie promos being played in movie theatres itself catch the attention of Mexicans and Indians (42%) the most across markets, while Italians (34%) lead in Europe. More than a quarter of Americans (28%) notice these promos there as well.
Finally, Germans (31%), Swedes (30%) and Danes (30%) lead across markets in saying that they don’t usually notice campaigns for new movies.