NEW YORK, March 8, 2007 – To frequent moviegoers (people who attended more than five movies in the past three months) commercials before movies are more acceptable than commercials on television. Over half (53 percent) of frequent moviegoers find advertising before the movie to be acceptable versus 46 percent who find television advertising to be acceptable.

The new study also revealed that 59 percent of moviegoers recall having watched on-screen commercials before the movie began on their most recent trip to the theater. This is a particularly impressive number considering that not all movie theaters run on-screen ads.

The new report, The Arbitron Cinema Advertising Study 2007: Making Brands Shine in the Dark, is a follow-up to Arbitron’s 2003 cinema advertising report. One of the central themes that arose from this national survey of Americans age 12 or older is that a significant number of moviegoers accept on-screen commercials as part of the total entertainment experience.

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