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Key cinema demographic appears content to watch the pre-film ads.

With Slumdog Millionaire landing 10 Oscar nominations and UK cinema admissions holding firm despite the recession, you would think it's a good time to take a look at a cinema campaign, as Virgin Media, the COI and Golf are doing through January.

But do film-goers actually see the ads or do we time our run to skip to the main feature? TouchPoints data suggests the key 15 to 34 age demographic is happy to watch the pre-feature action.

Methodology: The IPA TouchPonts2 survey, conducted by Taylor Nelson Sofres, questioned 5,400 adults, aged 15+, through a questionnaire and a PDA time-based diary that collected data every half hour for a week on how they spent their time, their opinions and the role of media in their lives.

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