Cineplex study: Canada's dull media has $1.52 billion annual efficiency penalty

A Cineplex Media study estimates that "dull media" costs Canadian advertisers $1.52 billion annually in media efficiency. The research suggests that an additional $0.25 must be spent for every $1 in low-attention environments to achieve similar outcomes. The study found cinema provides 72% active attention, with an average of 17.5 seconds per exposure, compared to 3.2 seconds on Facebook and 0.3 seconds on web pages.