The body's new Film Audience Measurement and Evaluation (Fame) research - which replaced the Cinema and Video Industry Audience Research (Caviar) survey this year - also found that people thought cinema would be the medium worst off without ads.
In the online survey of 3,000 people who had been to the cinema in the past six months, 20% of respondents said they paid "a lot" of attention to ads in the cinema, compared with just 12% for TV, 7% for mag-azines and 6% for outdoor.
Advertising is seen as a key part of the cinema experience, with 34% saying it would be worse without it - more than any other medium. Eight out of 10 cinema-goers noticed posters in the foyer while two out of three noticed standees.
Respondents said they were more receptive to advertising at the cinema because they were more "relaxed, engaged and attentive".
Pearl and Dean head of research Jackie Colvin said: "Fame shows that not only do consumers still enjoy the cinema experience, but that while there they are very receptive to advertising and brand messages."
The research was the 24th annual survey into cinema and its audiences. In previous years the study was based on face-to-face inter-views, but this year TNS took over the contract from BMRB and introduced online methods.
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