Maximising price: The role of media

everyday people launches new research for DCM at their 2025 upfronts

March 27th 2025

Andrew presented our new research study for DCM at their 2025 upfronts at a packed Odeon in Leicester Square. Maximising Price: The Role of Media demonstrates cinema's power to drive financial success for advertising brands.

The research found that a brand's media channel choice can significantly improve the 'optimal price' people are willing to pay for a product. For example, when participants were presented with a TIXE laundry detergent brand set to launch in cinema, it delivered a +14% higher optimal price vs. the all channel average and the highest of any media channel. These was replicated for the TIXE mobile network brand which delivered a price premium of +10% vs. the all channel average and once again, the highest of any media channel.

Karen Stacey, CEO, Digital Cinema Media commented: “In this time of heightened price scrutiny, price perception is absolutely key to brand success and our research showcases how cinema enhances a brand’s ability to maintain strong pricing power and optimise perceived value. Cinema stands apart – it's immersive, fully engaging, and captures attention like no other medium, forging a deep connection with viewers. Our research bolsters this experience with real data, reinforcing the importance of context and the power of premium video to build long-term brand value.”

You can download the research here.