{"success":true,"data":{"pressRelease":{"id":"161931","rtpr_id":"nGNXY9tMx-20261006","ticker":"CGX","exchange":"TSX","all_tickers":["CGX"],"title":"New Canadian Research Estimates Dull Media Costs Advertisers More Than $1.5 Billion Annually","author":"Globe Newswire","published_at":"2026-10-06T13:00:02.158Z","article_body":"TORONTO, Oct. 06, 2026 (GLOBE NEWSWIRE) -- Cineplex Media and Amplified, the\nglobal authority in attention, released The Eye-Watering Cost of Dull Media\n– Canada Edition, a study examining how media environments in Canada shape\nadvertising attention, brand outcomes and media efficiency.\n\nThe research conducted by Amplified estimates there is a $1.52 billion annual\nmedia-efficiency penalty associated with dull media in Canada. This is\nequivalent to approximately 25 cents of additional investment for every dollar\nspent in lower attention environments to achieve comparable advertising\noutcomes. Dull media refers to environments that generate low levels of active\nattention, where ads may be delivered or viewable, but receive little actual\nhuman attention.\n\nThe study measured 5,400 real ad views across cinema, Facebook and web using\nbiometric attention measurement and modelled approximately 360,000 additional\nexposures across Instagram, YouTube, Snapchat, TikTok and Broadcast Video on\nDemand (BVOD), a form of connected TV viewing. Among directly measured\nenvironments, cinema generated the highest active attention, with 72% active\nattention and an average of 17.5 seconds of active viewing per exposure,\ncompared with 3.2 seconds on Facebook and 0.3 seconds on web.\n\nKey Findings\n* Higher attention was associated with stronger brand outcomes. Cinema\nexposure was linked to stronger brand choice and memory associations compared\nto Facebook or web.\n* Cinema can strengthen the impact of later digital advertising. Adding a\nprior cinema exposure improved the brand outcomes generated by subsequent web\nadvertising versus web advertising alone.\n* As attention declines, media efficiency declines with it. Amplified’s\nframework estimated media waste rose from 33% in non-dull/high-attention\nenvironments to 92% in extremely dull/low-attention environments.\n* Challenger brands face a steeper penalty. Among brands studied, challenger\nbrands showed an approximately four times faster decline in effectiveness than\nestablished brands as environments became lower attention.\nThe findings suggest not every impression creates an equal opportunity to\ninfluence consumers.\n\n\"This research gives advertisers a clearer view of how much attention\ndifferent media environments actually generate,\" said Kristie Painting, EVP &\nManaging Director, Cineplex Media. \"While cinema’s performance is important,\nthe broader opportunity is helping Canadian marketers look beyond delivery\nalone and consider the quality of exposure alongside traditional planning\nmetrics.\"\n\n\"The Canadian findings reinforce a fundamental point: a served impression and\na seen impression are not the same thing,\" said Dr. Karen Nelson-Field,\nFounder and CEO, Amplified. \"Media environments create different amounts of\nhuman attention and those differences show up in brand outcomes and media\nefficiency. For marketers, the question is not simply how many impressions\nthey can buy, but how much opportunity those impressions create to be seen and\nremembered.\"\n\nMethodology\nAmplified measured 5,400 real ad views across cinema, Facebook and web among\nCanadian audiences using eye tracking and facial detection in natural viewing\nenvironments. Campaign creative was also modelled across Instagram, YouTube,\nSnapchat, TikTok and BVOD/Connected TV, generating approximately 360,000\nadditional modelled ad views. Attention was linked to two brand-response\nmeasures: Short-Term Advertising Strength (STAS), which compares immediate\nbrand choice among exposed and unexposed audiences, and Mental Availability\n(MA), which measures brand associations tied to future buying situations. The\nfull The Eye-Watering Cost of Dull Media – Canada Edition report is\navailable at: https://www.amplified.co/resources/cost-of-dull-canada.\n\nAbout Cineplex \nCineplex (TSX:CGX) is a top-tier Canadian brand that operates in the Film\nEntertainment and Content, Amusement and Leisure, and Media sectors. Cineplex\noffers a unique escape from the everyday to millions of guests through its\ncircuit of 169 movie theatres and location-based entertainment venues. In\naddition to being Canada’s largest and most innovative film exhibitor, the\ncompany operates Canada’s favourite destination for ‘Eats &\nEntertainment’ (The Rec Room), complexes specially designed for teens and\nfamilies (Playdium), and an entertainment concept that brings movies,\namusement gaming, dining, and live performances together under one roof\n(Cineplex Junxion). It also operates successful businesses in cinema media\n(Cineplex Media), alternative programming (Cineplex Events) and motion picture\ndistribution (Cineplex Pictures). Providing even more value for its guests,\nCineplex is a partner in Scene+, Canada’s largest entertainment and\nlifestyle loyalty program.\n\nProudly recognized as having one of the country's Most Admired Corporate\nCultures, Cineplex employs over 10,000 people in its offices and venues across\nCanada. To learn more, visit Cineplex.com\n(https://www.globenewswire.com/Tracker?data=MwjsVNooMD8jElI6-9SCdy3iUA9Ser3IW2G_09UCp1Nlb7TOAEJPj6dxVMOPOoCo3mJ7FysPCYQdLrA4vt3P8uNX2uzy4ohFvVNcBPezHaO__06hG0iaWulpouZc9S906DQ4OT-TKOgNJU1JqeJPDi0bNNLEbFg_JdLVZw8AvHzx3_sPUUst0SfDCCVF_jvamwu5p4JTu2Cp4TwP82Y1P-N6WXNzzNgqUmBeZA79keVTV8ZAEvzj-cUNHkVW574zij1Fpb3R6aTLTHFDxnnRowSJ4066EURWzwXIDgilN46I4CVIrfHVJfEs1SdVReKg57EsjKGQt7yrGvPQxhVTZfmehyW7JdkFVyDoytsptJ2lMJNkbTE_5jAi7UhqsUMTcEqSEgCdJEI2Oq8hwooPSg==).\n\nAbout Amplified\nAmplified is the global authority in attention, helping the advertising\nindustry move beyond proxy metrics to understand what people actually see,\nnotice and engage with. Through live-environment research and predictive AI\nsolutions, Amplified helps brands, agencies and media owners understand how\ncreative and media are likely to perform before spend is committed. For more\ninformation, visit www.amplified.co.\n\nCineplex Media Relations: \nPressRoom@Cineplex.com \n\nAmplified Media Relations:\nClayton Parks: clayton@amplified.co\n\n(https://www.globenewswire.com/NewsRoom/AttachmentNg/dc48dff8-d154-41c2-a638-69783210d0d9)\n\n\n\nGlobeNewswire, Inc. 2026","article_body_html":"","raw_payload":{"data":{"id":"nGNXY9tMx-20261006","title":"New Canadian Research Estimates Dull Media Costs Advertisers More Than $1.5 Billion Annually","author":"Globe Newswire","ticker":"CGX","created":"2026-10-06T13:00:02.158Z","tickers":["CGX"],"exchange":"TSX","article_body":"TORONTO, Oct. 06, 2026 (GLOBE NEWSWIRE) -- Cineplex Media and Amplified, the\nglobal authority in attention, released The Eye-Watering Cost of Dull Media\n– Canada Edition, a study examining how media environments in Canada shape\nadvertising attention, brand outcomes and media efficiency.\n\nThe research conducted by Amplified estimates there is a $1.52 billion annual\nmedia-efficiency penalty associated with dull media in Canada. This is\nequivalent to approximately 25 cents of additional investment for every dollar\nspent in lower attention environments to achieve comparable advertising\noutcomes. Dull media refers to environments that generate low levels of active\nattention, where ads may be delivered or viewable, but receive little actual\nhuman attention.\n\nThe study measured 5,400 real ad views across cinema, Facebook and web using\nbiometric attention measurement and modelled approximately 360,000 additional\nexposures across Instagram, YouTube, Snapchat, TikTok and Broadcast Video on\nDemand (BVOD), a form of connected TV viewing. Among directly measured\nenvironments, cinema generated the highest active attention, with 72% active\nattention and an average of 17.5 seconds of active viewing per exposure,\ncompared with 3.2 seconds on Facebook and 0.3 seconds on web.\n\nKey Findings\n* Higher attention was associated with stronger brand outcomes. Cinema\nexposure was linked to stronger brand choice and memory associations compared\nto Facebook or web.\n* Cinema can strengthen the impact of later digital advertising. Adding a\nprior cinema exposure improved the brand outcomes generated by subsequent web\nadvertising versus web advertising alone.\n* As attention declines, media efficiency declines with it. Amplified’s\nframework estimated media waste rose from 33% in non-dull/high-attention\nenvironments to 92% in extremely dull/low-attention environments.\n* Challenger brands face a steeper penalty. Among brands studied, challenger\nbrands showed an approximately four times faster decline in effectiveness than\nestablished brands as environments became lower attention.\nThe findings suggest not every impression creates an equal opportunity to\ninfluence consumers.\n\n\"This research gives advertisers a clearer view of how much attention\ndifferent media environments actually generate,\" said Kristie Painting, EVP &\nManaging Director, Cineplex Media. \"While cinema’s performance is important,\nthe broader opportunity is helping Canadian marketers look beyond delivery\nalone and consider the quality of exposure alongside traditional planning\nmetrics.\"\n\n\"The Canadian findings reinforce a fundamental point: a served impression and\na seen impression are not the same thing,\" said Dr. Karen Nelson-Field,\nFounder and CEO, Amplified. \"Media environments create different amounts of\nhuman attention and those differences show up in brand outcomes and media\nefficiency. For marketers, the question is not simply how many impressions\nthey can buy, but how much opportunity those impressions create to be seen and\nremembered.\"\n\nMethodology\nAmplified measured 5,400 real ad views across cinema, Facebook and web among\nCanadian audiences using eye tracking and facial detection in natural viewing\nenvironments. Campaign creative was also modelled across Instagram, YouTube,\nSnapchat, TikTok and BVOD/Connected TV, generating approximately 360,000\nadditional modelled ad views. Attention was linked to two brand-response\nmeasures: Short-Term Advertising Strength (STAS), which compares immediate\nbrand choice among exposed and unexposed audiences, and Mental Availability\n(MA), which measures brand associations tied to future buying situations. The\nfull The Eye-Watering Cost of Dull Media – Canada Edition report is\navailable at: https://www.amplified.co/resources/cost-of-dull-canada.\n\nAbout Cineplex \nCineplex (TSX:CGX) is a top-tier Canadian brand that operates in the Film\nEntertainment and Content, Amusement and Leisure, and Media sectors. Cineplex\noffers a unique escape from the everyday to millions of guests through its\ncircuit of 169 movie theatres and location-based entertainment venues. In\naddition to being Canada’s largest and most innovative film exhibitor, the\ncompany operates Canada’s favourite destination for ‘Eats &\nEntertainment’ (The Rec Room), complexes specially designed for teens and\nfamilies (Playdium), and an entertainment concept that brings movies,\namusement gaming, dining, and live performances together under one roof\n(Cineplex Junxion). It also operates successful businesses in cinema media\n(Cineplex Media), alternative programming (Cineplex Events) and motion picture\ndistribution (Cineplex Pictures). Providing even more value for its guests,\nCineplex is a partner in Scene+, Canada’s largest entertainment and\nlifestyle loyalty program.\n\nProudly recognized as having one of the country's Most Admired Corporate\nCultures, Cineplex employs over 10,000 people in its offices and venues across\nCanada. To learn more, visit Cineplex.com\n(https://www.globenewswire.com/Tracker?data=MwjsVNooMD8jElI6-9SCdy3iUA9Ser3IW2G_09UCp1Nlb7TOAEJPj6dxVMOPOoCo3mJ7FysPCYQdLrA4vt3P8uNX2uzy4ohFvVNcBPezHaO__06hG0iaWulpouZc9S906DQ4OT-TKOgNJU1JqeJPDi0bNNLEbFg_JdLVZw8AvHzx3_sPUUst0SfDCCVF_jvamwu5p4JTu2Cp4TwP82Y1P-N6WXNzzNgqUmBeZA79keVTV8ZAEvzj-cUNHkVW574zij1Fpb3R6aTLTHFDxnnRowSJ4066EURWzwXIDgilN46I4CVIrfHVJfEs1SdVReKg57EsjKGQt7yrGvPQxhVTZfmehyW7JdkFVyDoytsptJ2lMJNkbTE_5jAi7UhqsUMTcEqSEgCdJEI2Oq8hwooPSg==).\n\nAbout Amplified\nAmplified is the global authority in attention, helping the advertising\nindustry move beyond proxy metrics to understand what people actually see,\nnotice and engage with. Through live-environment research and predictive AI\nsolutions, Amplified helps brands, agencies and media owners understand how\ncreative and media are likely to perform before spend is committed. For more\ninformation, visit www.amplified.co.\n\nCineplex Media Relations: \nPressRoom@Cineplex.com \n\nAmplified Media Relations:\nClayton Parks: clayton@amplified.co\n\n(https://www.globenewswire.com/NewsRoom/AttachmentNg/dc48dff8-d154-41c2-a638-69783210d0d9)\n\n\n\nGlobeNewswire, Inc. 2026"},"type":"article","timestamp":"2026-10-06T13:00:02.341079711Z","server_sent_at_ms":1791291602341},"received_at":"2026-10-06T13:00:02.392Z","source_url":null},"analysis":{"id":"150439","press_release_id":"161931","analysis_json":{"industry":{"label":"Entertainment","sector":"Communication Services"},"redFlags":[],"eventType":"other","narrative":"Cineplex Media and research firm Amplified released a Canadian study estimating dull media costs advertisers $1.52 billion annually in media-efficiency losses.\n\nDirectly measured environments showed cinema leading with 72% active attention and 17.5 seconds of active viewing per exposure, versus 3.2 seconds on Facebook and 0.3 seconds on web across 5,400 measured ad views.\n\nThe findings favorably position Cineplex's cinema advertising business, suggesting cinema exposure strengthens subsequent digital campaign outcomes.","sentiment":"bullish","agentHooks":{"shouldPost":false,"suggestedAngle":"Attention research favoring cinema over digital media could support Cineplex Media's ad pricing narrative."},"keyFigures":{"customDimensions":{"modelled_ad_views":360000,"web_avg_active_seconds":0.3,"canada_dull_media_penalty":"$1.52 billion annually","cinema_avg_active_seconds":17.5,"directly_measured_ad_views":5400,"media_waste_extremely_dull":"92%","media_waste_high_attention":"33%","cinema_active_attention_pct":"72%","facebook_avg_active_seconds":3.2,"challenger_brand_effect_decline":"approximately 4x faster than established brands"}},"quotedText":"a served impression and a seen impression are not the same thing","namedEntities":{"people":[{"name":"Kristie Painting","role":"EVP & Managing Director, Cineplex Media"},{"name":"Dr. Karen Nelson-Field","role":"Founder and CEO, Amplified"}],"products":["The Eye-Watering Cost of Dull Media – Canada Edition","The Rec Room","Playdium","Cineplex Junxion","Cineplex Events","Cineplex Pictures","Scene+"],"companies":[{"name":"Cineplex","ticker":"CGX","relationship":"filer/author"},{"name":"Cineplex Media","relationship":"media arm of filer"},{"name":"Amplified","relationship":"research partner"}],"dollarAmounts":[{"amount":"$1.52 billion","context":"estimated annual Canadian media-efficiency penalty from dull media"}]},"materialImpact":{"score":2,"reasoning":"A promotional research study commissioned by Cineplex Media showing cinema delivers the highest ad attention vs digital environments. Favorable marketing for Cineplex's media business but no financial figures, guidance, or operational change."},"tickerRelevance":{"others":[],"primary":"CGX"},"globalImportance":12,"audienceRelevance":15,"eventTypeSecondary":[],"importanceComponents":{"tickerTier":"mid-cap-domestic-canadian","eventGravity":"promotional-research-study","issuerAuthored":true,"householdBrandBoost":"moderate"}},"event_type":"other","event_type_secondary":null,"sentiment":"bullish","material_impact_score":2,"narrative":"Cineplex Media and research firm Amplified released a Canadian study estimating dull media costs advertisers $1.52 billion annually in media-efficiency losses.\n\nDirectly measured environments showed cinema leading with 72% active attention and 17.5 seconds of active viewing per exposure, versus 3.2 seconds on Facebook and 0.3 seconds on web across 5,400 measured ad views.\n\nThe findings favorably position Cineplex's cinema advertising business, suggesting cinema exposure strengthens subsequent digital campaign outcomes.","key_figures":{"customDimensions":{"modelled_ad_views":360000,"web_avg_active_seconds":0.3,"canada_dull_media_penalty":"$1.52 billion annually","cinema_avg_active_seconds":17.5,"directly_measured_ad_views":5400,"media_waste_extremely_dull":"92%","media_waste_high_attention":"33%","cinema_active_attention_pct":"72%","facebook_avg_active_seconds":3.2,"challenger_brand_effect_decline":"approximately 4x faster than established brands"}},"named_entities":{"people":[{"name":"Kristie Painting","role":"EVP & Managing Director, Cineplex Media"},{"name":"Dr. Karen Nelson-Field","role":"Founder and CEO, Amplified"}],"products":["The Eye-Watering Cost of Dull Media – Canada Edition","The Rec Room","Playdium","Cineplex Junxion","Cineplex Events","Cineplex Pictures","Scene+"],"companies":[{"name":"Cineplex","ticker":"CGX","relationship":"filer/author"},{"name":"Cineplex Media","relationship":"media arm of filer"},{"name":"Amplified","relationship":"research partner"}],"dollarAmounts":[{"amount":"$1.52 billion","context":"estimated annual Canadian media-efficiency penalty from dull media"}]},"model_name":"glm-5.3-flashx","prompt_hash":"sha256:5c812bd9e28b810d","schema_hash":"sha256:05005c02d9cffac9","created_at":"2026-10-06T13:00:16.341Z","global_importance":12,"audience_relevance":15,"importance_components":{"tickerTier":"mid-cap-domestic-canadian","eventGravity":"promotional-research-study","issuerAuthored":true,"householdBrandBoost":"moderate"}},"durationMs":6734,"modelName":"glm-5.3-flashx"}}