Kia Motors Teases "Space Babies" Super Bowl™ Ad Through Screenvision Theaters Nationwide

Kia Motors Teases "Space Babies" Super Bowl™ Ad Through Screenvision Theaters

Research Demonstrates Cinema and TV Advertising Are a Uniquely Powerful
Combination, Resulting In Increased Brand Awareness and Affinity

PR Newswire

NEW YORK, Jan. 29, 2013

NEW YORK, Jan. 29, 2013 /PRNewswire/ --Kia Motors America (KMA) will be back
in-cinema advertising for the premiere of its 2013 big game commercial. The
fast-growing automaker will be running a 15-second teaser for its upcoming
60-second, "Space Babies," ad for the redesigned 2014 Sorento CUV on more than
14,000 screens in Screenvision's coast-to-coast, in-cinema advertising
network. In addition, Screenvision will run interstitials to bring greater
attention to the teaser and remind moviegoers to tune-in for reveal of the
full spot on February 3.

According to Screenvision's Chief Revenue Officer Jim Tricarico, Kia is
capitalizing on research that demonstrates how combining cinema and TV buys
can have significant impact, and doubles the ROI, on ads created for major
events like the Super Bowl™, The Academy Awards™ and The Grammys™.
"The Super Bowl™ is not only football's ultimate event; it's the most watched
media showcase for the advertising industry and marketers," states Tricarico.
"It's where advertisers stretch their budgets, and agencies their
imaginations, to wow consumers and create a buzz that can last all year, and
for years to come, in some cases. It is a real statement that Kia is choosing
cinema as a media element to prime consumers with this teaser campaign for its
big Super Bowl™ ad."

Proprietary research from Screenvision indicates that Cinema works as a great
complement to TV advertising throughout the year, increasing purchase
intent/consideration by +36 percent, brand recommendation by +39 percent and
top of mind unaided brand awareness by +50 percent.
And in particular with the Super Bowl™, according to a recent study by
Screenvision and Lieberman Research Group, an in-cinema buy to support a Super
Bowl™ ad increases affinity (the overall opinion of the brand) by +41 percent
and generates +27 percent in brand awareness. It also generates a +27 percent
gain in positive word-of-mouth, a +13 percent in positive brand
recommendation, as well as 77 percent of the respondents surveyed thought ads
were a good fit for cinema. (Additional details on methodology and results
available upon request).

"Launching Kia's Super Bowl commercial with Screenvision for the second
consecutive year builds on last year's remarkable success where it created
early word-of-mouth buzz before more than 100 million people viewed it during
the big game," said Michael Sprague, executive vice president, marketing &
communications, KMA.

The teaser spot can be seen at


Headquartered in New York, N.Y., Screenvision is a national leader in cinema
advertising, offering on-screen advertising, in-lobby promotions and
integrated marketing programs to national, regional and local advertisers and
providing comprehensive cinema advertising representation services to top tier
theatrical exhibitors presenting the highest quality moviegoing experience.
The Screenvision cinema advertising network is comprised of over 14,300
screens in 2,300+ theater locations across all 50 states and 94% of DMAs
nationwide; delivering through more than 150 theatrical circuits, including 6
of the top 10 exhibitor companies. For more information:


Kia Motors America is the marketing and distribution arm of Kia Motors
Corporation based in Seoul, South Korea. KMA offers a complete line of
vehicles through more than 765 dealers throughout the United States and serves
as the "Official Automotive Partner" of the NBA and LPGA. In 2012, KMA
recorded its best-ever annual sales total and gained U.S. market share for the
18th consecutive year. Kia is poised to continue its momentum and will
continue to build the brand through design innovation, quality, value,
advanced safety features and new technologies.

Information about Kia Motors America and its full vehicle line-up is available
at its website – For media information, including photography,

Media Contacts:
Kaitlin Lindsey/Jacky Agudelo – Cataldi PR, 212.244.9797

Caroline Kasabian – Screenvision, 212.497.0453

SOURCE Screenvision

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