LUMEN study: Cinema scores with "real advertising attention"

Around 110 representatives from media, marketing and advertising gathered at Arena Cinemas Sihlcity on September 3, 2025 to gain new impetus, exclusive data and exciting perspectives on the topic of attention in moving image communication. Thanks to the support of the Interessengemeinschaft elektronische Medien (IGEM), the event gained additional visibility in the Swiss media community.

Seven Schögel theses

In his keynote speech, Prof. Dr. Marcus Schögel from the Institute for Marketing and Customer Insight at the University of St. Gallen focused on the importance of attention as a scarce commodity. Under the title "Attention between algorithm and distraction - seven theses for effective communication", he showed how brands can free themselves from short-term performance optimization and achieve sustainable impact through the right mix of brand and activation. Using scientific principles, he explained that communication is ineffective without attention. He introduced the "attention economy", in which information overload and distraction dominate, and emphasized that cinema has a unique attention monopoly here: shielded from second screens, highly emotional, socially amplified and with creative freedom for longer formats. His conclusion: Cinema is a premium touchpoint in the customer journey that anchors brand messages for the long term.

LUMEN Attention Study

The second part of the morning was followed by a presentation by Christian Tingler, Director Research Weischer.GeoConsult, together with Frank Senger, Head of Marketing & Communications / Managing Director Weischer.Cinema Germany. They presented the key findings of the new LUMEN Attention study. The study commissioned by Weischer enables an objective performance comparison of all moving image channels - including cinema - for the first time. The results provide groundbreaking insights into the effectiveness of media investments in the context of real attention.

Together with research partner Lumen Research (UK), eye tracking studies were carried out in real movie theaters. 215 test subjects watched 20 advertising motifs over eight screenings - the eye movements were recorded and analyzed using the latest technology. The results:

• Cinema achieves up to 4 x higher attention scores than other moving image channels.
• The attention CPM is up to 3 x lower.
• In combination with TV, Kino increases the number of "Attentive Contacts" by up to 26 % - without any additional budget.

Conclusion of the study

The research thus impressively proves that cinema is the most attention-grabbing and at the same time most efficient medium in the media mix. In an inspiring overview, they also outlined the relevance of attention in the modern media world according to the concept of the attention economy. Their message: Attention is not a buzzword, but the indispensable basis of effective brand communication.

Christof Kaufmann, CEO of Weischer.Cinema Switzerland, emphasized the relevance of the results: "Attention is the new currency in the advertising market. The LUMEN study impressively shows that cinema is the place where brands can have a real impact - far beyond the moment. Cinema is your best seat in media."

Significance for the advertising market

Whether as a stage for strong brand presentations or as an efficiency booster in the moving image mix - cinema remains the medium with the greatest impact. Attention has come to stay. And cinema delivers it in its purest form.