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 Billboard Advertising News & Press Releases
Cinema advertising revenues grew 18.5% in 2007 |
— The cinema advertising revenues of Cinema Advertising Council (CAC)
members grew 18.5% in 2007, to $539,946,000 from $455,661,000 in 2006,
according to a CAC report. CAC members account for some 82% of US movie
screens, the organization said.
On-screen advertising revenues
- approximately 92% of total cinema advertising revenues - increased
18.5%, to $494,622,000 in 2007 from $417,401,000 in 2006, and
off-screen revenues grew to $45,324,000 in 2007, an 18.5% increase from
$38,260,000 in 2006, according to the report.
On-screen cinema
advertising includes commercials airing in advance of movie previews
and the feature presentation; off-screen revenues include those derived
from audio programming, sampling, special events, concession-based
promotions and lobby-based promotions.
Approximately 74% of
total revenue is from national or regional advertisers, with growth
attributable to increasing activity across a broad spectrum of national
advertising categories, including Automotive, Broadcast/Cable,
Government/Educational Institutions, Consumer Packaged Goods, Media,
Movie Studios, Wireless, Retail/Stores and Telecommunications, CAC said.
CAC
attributed off-screen revenue growth to advertisers’ using a variety of
media options, including concession-area marketing (up 48%), in-lobby
and in-auditorium audio programming (up 207%), and in-lobby sampling
programs (up 374%).
Stu Ballatt, president and chairman of the
CAC, noted that cinema advertising’s growth in 2007 was also buoyed by
revenue growth in local advertising. Leading local advertising
categories include Auto Dealerships, Education, Government Services,
Media, Medical Health Services, Restaurants, Telecommunications and
Universities.
“More advertisers are using cinema more
frequently, committing ad dollars ‘upfront’ for multiple flights as
cinema has proven its value and efficiency as a sustaining media,” said
Ballatt.
“Further, many advertisers are taking advantage of the
extensive off-screen options cinema has to offer; used in tandem
through integrated campaigns, on-screen advertising combined with
off-screen marketing in the theatre can, literally, double or triple
the impact a brand can make on the moviegoer.”
The CAC report was independently tabulated by Miller, Kaplan, Arase & Co. LLP, CAC said. |
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