Each week YouGov Direct investigates how effective a collection of movie trailers is in persuading people to consider seeing a film, what they think about the content of the trailer, and how good or bad they expect the movie to be. Thousands of people provide immediate feedback on movie trailers using the YouGov Direct platform. The table below includes a small excerpt of the data that is collected on each trailer every week.
Movie rating – Measures how good or bad respondents expect a movie to be, based on the trailer. The scale ranges from 5 (great) to 1 (terrible).
Pre – Pre-trailer viewing intention to watch. The percentage of respondents who say they are very/somewhat likely to watch the movie before seeing the trailer.
Post – Post-trailer viewing intention to watch. The percentage of respondents who say they are very/somewhat likely to watch the movie after seeing the trailer
Lift – Measures the increase (or decrease) in the post-trailer viewing intention to watch vs. the pre-trailer viewing intention to watch
CTR – Click-through rate. The percentage of respondents who have clicked on a link to purchase a ticket for a theatrical release or to go to the movie website for a streaming release
Sub - Likeliness to subscribe to a streaming platform after watching the trailer.
Benchmarks - The average score for each measure.
Data is based on 4,000 interviews, including a minimum of 400 responses for each movie trailer tested. Surveys are conducted on Thursday of each week.