Retail Companies Moving Ad Spend To Cinema
Retail companies are moving advertising spend from other media to cinema advertising, according to the Cinema Advertising Association.
Cinema advertising revenues from the retail sector in January-September are up 80% year on year*, says the CAA, with total cinema advertising spend for all retail companies during the period standing at over £2.5 million.
According to the organisation, this growth stands in contrast to TV advertising revenues from the retail sector, which down 23% over the same period, with other media only posting moderate growth.
Many new advertisers to cinema, such as Black & Lizars, Pizza Hut, Subway and Woolworths, helped record this massive growth. Meanwhile, advertisers such as IKEA have returned to advertising in the cinema.
Pizza Hut is the biggest spender in the sector, with its exclusive rights to the high-profile ‘Family Gold Spot’ advertising slot that airs before all family films (see Pizza Hut Secures Pearl & Dean Family Gold Slot).
As well as an uplift in advertising on the silver screen itself, brands are conducting in-foyer sampling activity, Bluetooth-enabled campaigns and branded content. Companies are also moving to advertise at cinemas as the industry rides high on record increases in attendance.
This July was the highest month for cinema admissions since records began in the 1960s /news/2007/08aug/17/caa.cfm, and the Cinema Advertising Association’s FAME research (see Cinema Research Study Re-Brands) shows that one in three people combine a cinema visit with shopping.
“The figures for the retail sector and cinema advertising are incredibly impressive: an 80% uplift in cinema advertising spend from the retail sector and a 12.4% year on year increase in admissions over the same period,” said Clare Turner, sales director at Pearl & Dean.
“However, innovation is also helping to drive the sector’s interest in cinema – a wider variety of advertising opportunities such as in-foyer sampling and huge brand vehicles such as appearing before every family film. We’re looking forward to continued growth in advertising revenues from the retail sector as more companies realise the benefits of investing in cinema.”
Adam Mills, sales director at Carlton Screen Advertising, added: “These results demonstrate that cinema is an effective advertising medium for every category. We’re thrilled that retail advertisers are now reaping the benefits of accessing a captive and attentive audience, which cinema provides.”
At the start of the year, the cinema body’s 24th annual survey showed the medium to be in strong health.
The study showed that 92% of people enjoy going to the cinema as compared to the other activities surveyed, whilst people are more receptive to ads on the medium because they claim to be more relaxed, engaged and attentive (see Cinema Advertising Gives Greatest Cut-Through).
*All research for the Cinema Advertising Association was conducted by Nielsen Media Research.
CAA: 020 7534 6363