Spiderman 3 Audience Was Primed for Iron Man

Paramount’s Iron Man isn’t a sequel, so it doesn’t have the advantage of familiarity that Spidey had, but the superhero audience is certainly aware of it. The Iron Man advertising campaign appears to have reached just about everyone who has seen Spiderman 3 either in the theater or on DVD.

The IMMI cell phone based media measurement system can uniquely determine which panelists see the advertising for the movies and then see the movies.  Among the IMMI panelists in six DMA’s who saw Spiderman 3 last year, as of Sunday, May 5th,  96% had seen at least one ad for Iron Man, and most saw at least four ads.

According to IMMI data from all panel member (not just the Spiderman 3 audience), Iron Man trailers were a key factor in building awareness for the movie. 

The data shows some form of Iron Man promotion reached 87% of the audience.  The average panel member experienced 8.5 ads, and 10.3% of the panelists who experienced an ad went to the movie by the end of the second weekend in release.  The record setting number is in the lower left corner of the table.  Of the panel members who saw an Iron Man trailer, 47.2% had seen the movie by May 11th.  This is the biggest trailer conversion recorded by IMMI.