Report finds 53% OK with preshow ads


Arbitron released its survey Thursday on moviegoers' attitudes towards preshow advertising. According to the market-research firm, 53% of frequent moviegoers -- those that attended more then five movies in the past three months -- find advertising before a movie to be acceptable, compared with 46% who find television advertising to be acceptable. The study also showed that 59% of moviegoers recall the experience of watching onscreen advertising before the movie on their last trip to the theater.