Cinema Advertising Predicted to Increase

Cinema advertising continues to be part of the media mix for marketers at the national, regional and local levels. In 2008, marketers spent $571.4 million on cinema advertising marking a 5.8% increase over 2007 spending. The 771223_movie_houseCinema Advertising Council (CAC) notes that this healthy market for advertising should continue through 2009 and beyond as box office numbers have been growing this year.

Here’s how cinema advertising revenue breaks out by source:

  • National/​regional 76.53%
  • Local 23.47%

Traditionally, the following industries have been strong advertisers in movie theaters:

  • Associations & Causes
  • Automotive
  • Broadcast & Cable TV
  • Consumer Electronics
  • Consumer Packaged Goods
  • Credit Cards
  • Fashion
  • Military
  • Movie Studios
  • Retail
  • Telecommunications/​Wireless

The CAC also predicts that future growth in revenues will come from emerging categories such as leisure/​tourism and financial institutions. And a related study by Integrated Media Measurement Inc. (IMMI) confirms that consumer conversion rates climb when marketers use a combination of television and cinema advertising. The dual media technique is especially effective when it comes to reaching ad-avoiders.

[Source: Cinema Advertising Council release, August 2009] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.