The Media Leader Podcast
At the tail end of March, Digital Cinema Media (DCM), the UK’s largest cinema ad sales house, hosted its annual upfronts in the Leicester Square Odeon.
It was a way to celebrate cinema’s strong start to the year and look ahead to the 2025 and 2026 film slates, but also an opportunity for brands to consider whether to position the media channel more prominently on their AV plans.
Among the presentations, new research from DCM found that cinema is well-placed to drive price premiums — that is, consumers were willing to pay on average 12% more for a brand that advertised in cinemas than if it had advertised on other media channels.
It’s a finding that could prove useful in an era marked by continued macroeconomic uncertainty and the desire for brands to retain pricing power.
DCM CEO Karen Stacey joins host Jack Benjamin to discuss the research and unpack what has driven DCM’s 33% revenue growth in Q1. She also explored where cinema belongs on media plans today and how the channel can grow its share of adspend.
Listen now by hitting the play button or use the appropriate entry point into Spotify, Apple or Google Podcasts:
Thanks to our production partners Trisonic for editing this episode. Discover how Trisonic can elevate your brand and expand your business by connecting with your ideal audience.
Highlights
1:30: Stacey’s career path, advice for leaders and priorities for Wacl
14:59: DCM’s strong start to 2025 — what’s behind growth in revenue and cinema admissions?
24:52: The opportunity for cinema to embrace programmatic
30:45: Will box office and admissions ever get back to pre-Covid levels?
34:59: How cinema drives strong price premiums
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Who will win the AI/publisher copyright fight? With PPA’s Sajeeda Merali
Why OOH is in rude health — with JCDecaux’s Chris Collins and Dallas Wiles
How The Guardian is expanding its commercial footprint — with Imogen Fox
