2010 is looking bright for movie theaters — with all the moola rolling in from Avatarising, er, I mean ADVERTISING! The Cinema Advertising Council reports that ZenithOptimedia and Magna are forecasting gains in cinema advertising for the year. Woohoo! The CAC’s own research finds that their members have seen increases in spending for 6 years straight — at an average of 21.5%. From 2007 to 2008, the spend went up 5.8% to $571 million.
The CAC president believes much of the increase in spending is due to first-timers. Brands like Canon, Kmart, Kraft, NBC, Sherwin-Williams, Showtime and Walgreens made headway in the medium and found successful returns. He also mentions that the automotive industry is making a U-turn and driving sales again from the silver screen. And I’m sure he sighed with relief after this comment.
Those also contributing to the growth in 2009 include (in case you want to call these marketers):
Allstate, BMW, Burger King, Cadillac, Jeep, JetBlue Airways, Levi’s, Old Navy, Starz, Taco Bell, Tanqueray, Visa and Volvo.
CAC President Mike Chico credits last year’s record box office and attendance, as well as a multi-year advertiser marketing effort, as major factors attracting brands to theaters. “With a record domestic box office gross of over $10.6 billion and admissions 6% higher than they were a year earlier, 2009 was a great year for the movie business, and advertisers have taken notice,” Chico says. Current clients have seen levels of recall, engagement and ROI that on-screen advertising and in-lobby promotions can provide, and more and more are including cinema alongside broadcast within their brands’ media plans.
[Source: "Expectations Strong for 2010 Growth in Cinema Advertising." Digital Cinema Report. Feb. 1, 2010.]
Friday, Feb 12, 2010
Courtney Huckabay