Consumers Give Movie Ads a Thumbs Up

Studies show consumers are more receptive to cinema spots than other media

When U.S. advertising went to the movies a decade or so ago, some consumers winced, while others complained loudly. Recent lawsuits have targeted the uptick in cinema ads. The reality, however, is that in- theater ads may be more acceptable than those in other media, including the Internet and television, according to two new studies by Arbitron.

The Arbitron Cinema Study, released last week, found that more than two-thirds of adults and 7 out of 10 teens did not mind ads that play before a movie begins.