Cinema Revenue Hits Record Year In 2001
Cinema advertising revenue hit a record high during 2001, growing by 28% year on year to reach £164 million, according to data from the Cinema Advertising Association (CAA), as reported by ABN Amro.
Data from ACNielsen MMS, compiled by the broker, show that more advertisers used the medium than ever before, with Channel 4 topping the table as the big screen’s highest-spending advertiser.
| Top spending cinema brands 2001 | |
| Spend (£m) | |
| Channel 4 | 6.41 |
| BT Cellnet | 5.81 |
| Orange Mobile | 3.49 |
| Dr Pepper | 3.14 |
| Royal Mail | 2.75 |
| Saab | 2.72 |
| One2One Mobile | 2.27 |
| BMW (Mini) | 2.2 |
| Nestlé | 1.9 |
| Peugeot (206) | 1.86 |
| Source: ACNielsen MMS | |
Cinema advertising space is sold in the UK almost exclusively by one of two sales house – Carlton Screen Advertising, owned by Carlton Communications, and Pear & Dean, owned by SMG.
ABN analysts are forecasting a 27% increase in revenues for Pear & Dean to £20.6 million for the year to December 2001. Pearl & Dean has just won the contract to sell for UGC’s 43 cinemas (see SMG’s Pearl & Dean Wins UGC Cinemas Contract), lifting its share of the UK cinema ad market to 43% and boosting revenue by around 40% this year.