Audience Favorite Movie Ads Win Awards

"Sanningen," a commercial from Swedish alcohol monopoly Systembolaget won the people's choice award from cinema chain advertising company SF Media, a part of SF Bio. The name sanningen means "the truth." The award is given out quarterly to the commercial that does the best in effectiveness studies of the filmgoing public.

"The cinema is a powerful arena for communication," says Mimi Bast, marketing coordinator at SF Media. "With the prize we want to focus on the strong effectiveness that commercials at the cinema have."

The effectiveness studies are part of all the bigger commercial campaigns that SF Media sells. The data is collected in the form of a web survey of filmgoers who have bought their tickets at sf.se and have agreed to take part. At least 200 respondents take part for each commercial, and some 130 studies are done each year.

"We include indexes for observation, sender identification and understanding of message," says Bast. "The commercials that do the best in the studies each quarter win the prize."

Earlier winners include Internet service provider Com Hem and Coca Cola. Before the next prizes are given, in the third quarter of 2011, the prize will be called "Biopublikens bästa reklamfilm" - the moviegoers' best commercial.