Tesco has claimed cinema advertising is more effective than TV at making its brands look fashionable.

Research from the retailer and Digital Cinema Media (DCM) found cinema advertising significantly strengthened awareness of its F&F women’s fashion brand, with 65% of cinema goers recognising the branded advert compared to 48% from a non-cinema control group.

People who saw the spring/summer 2012 ad in cinemas were 5% more likely than the control group to say that F&F clothing was “stylish and fashionable” and that “F&F at Tesco clothes are good quality”.

“Cinema has helped Tesco communicate with a more targeted demographic that spends more time out of the home and contains light TV viewers,” said Nick Jackman, senior advertising manager for general merchandise at Tesco. “With that in mind, it opens up further potential to reach a young, upwardly mobile market in other categories such as the entertainment and gaming sector.”

DCM managing director Simon Rees added: “Cinema advertising is the most powerful medium with the highest recall rate. With cinema going digital and being more flexible with quicker turnarounds, it is important to know that cinema is the medium of choice when it comes to strengthening a brand, delivering key messages and attracting new customers.”