Kia Motors Teases "Space Babies" Super Bowl™ Ad Through Screenvision Theaters Nationwide Research Demonstrates Cinema and TV Advertising Are a Uniquely Powerful Combination, Resulting In Increased Brand Awareness and Affinity
NEW YORK, Jan. 29, 2013 /PRNewswire/ -- 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 Bowl™, The Academy Awards™ and The Grammys™.
"The Super Bowl™ 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 Bowl™ ad."
Proprietary research from Screenvision indicates that Cinema works as a great complement to TV advertising throughout the 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 Bowl™, according to a recent study by Screenvision and Lieberman Research Group, an in-cinema buy to support a Super Bowl™ 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.
Headquartered in New York, N.Y., Screenvision is a national leader in cinema advertising, offering on-screen advertising, in-lobby promotions and integrated marketing programs to national, regional and local advertisers and providing comprehensive cinema advertising representation services to top tier theatrical exhibitors presenting the highest quality moviegoing experience. The Screenvision cinema advertising network is comprised of over 14,300 screens in 2,300+ theater locations across all 50 states and 94% of DMAs nationwide; delivering through more than 150 theatrical circuits, including 6 of the top 10 exhibitor companies. For more information: http://www.screenvision.com.
ABOUT KIA MOTORS AMERICA
Kia Motors America is the marketing and distribution arm of Kia Motors Corporation based in Seoul, South Korea. KMA offers a complete line of vehicles through more than 765 dealers throughout the United States and serves as the "Official Automotive Partner" of the NBA and LPGA. In 2012, KMA recorded its best-ever annual sales total and gained U.S. market share for the 18th consecutive year. Kia is poised to continue its momentum and will continue to build the brand through design innovation, quality, value, advanced safety features and new technologies.
Caroline Kasabian – Screenvision, 212.497.0453 firstname.lastname@example.org