RECENT FINDINGS 
Indiana Jones Fans Did Their Homework Before Going to the New Movie
In the two weeks leading up to the premiere of Indiana Jones and the Crystal Skull, 16.7% of IMMI panel members watched at least one of the first three Indiana Jones movies on TV or DVD.
For the panel members who went to see Indiana Jones and the Crystal Skull during its four-day premiere weekend, the previous two weeks were an Indiana Jones binge. 29.3% of the new Indy moviegoers had seen at least one of the earlier Indy movies during the previous two weeks. 12% had seen at least two, and a very dedicated 5.3% had seen all three!
Among IMMI panel members who went to see Indiana Jones and the Crystal Skull between May 22nd and 25th, here’s a breakdown of their viewing from May 11th to the 25th .
Viewing of the three movies was almost evenly split, but response to ads for Indiana Jones and the Crystal Skull that ran in the TV airings was not. 21.6% of the panelists who saw the movie ad during their TV viewing of Last Crusade went to see the new movie, almost twice the response to the ads in the other two movies.
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© 2008 Integrated Media Measurement Inc. |