"In fact, Cinema offers the lowest rate of ad avoidance of all media. Think about it, when you’re in the cinema and the ads are rolling, you’re in a dark room, sat directly in front of a huge screen with zero distractions, you haven’t got (well you shouldn’t have) your phone out and no one’s talking. Everyone is focused on the screen. This has an added advantage, as it means that a high frequency of message is not so important, as you can achieve great impact with just one viewing of a cinema advert”.