New Canadian Study Reveals $1.52 Billion Annual Cost of Dull Media
News related to:Cineplex · 2 min read
TORONTO, Oct. 06, 2026 /CourierPR/ -- Cineplex Media and Amplified, the global authority in attention, have released a study revealing the significant financial impact of dull media on advertisers in Canada. This is equivalent to an additional 25 cents of investment for every dollar spent in lower attention environments to achieve comparable advertising outcomes.
The study measured 5,400 real ad views across cinema, Facebook, and web, and modelled approximately 360,000 additional exposures across Instagram, YouTube, Snapchat, and Broadcast Video on Demand (BVOD), a form of connected TV viewing. Among directly measured environments, cinema generated the highest active attention, with 72% active attention and an average of 17.5 seconds of active viewing per exposure, compared with 3.2 seconds on Facebook and 0.3 seconds on web.
Higher attention was associated with stronger brand outcomes. Cinema exposure was linked to stronger brand choice and memory associations compared to Facebook or web. Moreover, the study revealed that cinema can enhance the impact of subsequent digital advertising. Adding a prior cinema exposure improved the brand outcomes generated by subsequent web advertising, compared to web advertising alone.
The research also highlighted the decline in media efficiency as attention levels decrease. Amplified’s framework estimated that media waste increased from 33% in non-dull/high-attention environments to 92% in extremely dull/low-attention environments. Challenger brands, which are typically newer or less established, faced a steeper penalty, showing an approximately four times faster decline in effectiveness as environments became lower attention.
The findings suggest not every impression creates an equal opportunity to influence consumers. The study measured 5,400 real ad views across cinema, Facebook, and web, and modelled approximately 360,000 additional exposures across Instagram, YouTube, Snapchat, and BVOD. Cinema generated the highest active attention, with 72% active attention and an average of 17.5 seconds of active viewing per exposure, compared with 3.2 seconds on Facebook and 0.3 seconds on web.
Higher attention was associated with stronger brand outcomes. Cinema exposure was linked to stronger brand choice and memory associations compared to Facebook or web. Moreover, the study revealed that cinema can enhance the impact of subsequent digital advertising. Adding a prior cinema exposure improved the brand outcomes generated by subsequent web advertising, compared to web advertising alone.
The research also highlighted the decline in media efficiency as attention levels decrease. Amplified’s framework estimated that media waste increased from 33% in non-dull/high-attention environments to 92% in extremely dull/low-attention environments. Challenger brands, which are typically newer or less established, faced a steeper penalty, showing an approximately four times faster decline in effectiveness as environments became lower attention.
Cineplex, a top-tier Canadian brand operating in the Film Entertainment and Content, Amusement and Leisure, and Media sectors, runs a circuit of 169 movie theatres and location-based entertainment venues. The company employs over 10,000 people in its offices and venues across Canada, providing a unique escape for millions of guests.