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| Author | Zoe Aresti |
Digital Cinema Media’s (DCM) Research and Insight Manager, Michael Tull, writes about why cinema is the perfect home for your Christmas campaigns.
Dare we say the ‘C’ word? The nights are drawing in, the shops have already started stocking the chocolates and one of my neighbours has gone enthusiastically early with their lights. Yes, it’s already that time of year folks…Christmas is just two months away!
For those of you who may be working on finalising Christmas campaigns (or indeed if you’ve been lucky this year and some additional money has popped up!), here are just three reasons why cinema should be on your Christmas plan:
1. Cinema will be home to the best stories this Christmas
As has become tradition in the last couple of years, cinema is home to the stories that get people most excited and this Christmas will be no different with the festive film slate likely to prove to be another big draw for audiences.
November and December are stacked with big releases including an all-star thriller (Murder on the Orient Express), sequels to two recent breakout comedies (A Bad Mom’s Christmas and Daddy’s Home 2), the return of a much-loved character (Paddington 2) and two mammoth blockbusters (Justice League and Star Wars: The Last Jedi).
It’s thanks to slates like this that Christmas tends to be the annual peak for admissions in cinema. Across November and December DCM is forecasting circa 3.1m admissions each week, compared to the annual weekly average of 2.7m.
Don’t miss out on reaching all those potential eyes on the big screen this Christmas time!
2. Cinemagoers love Christmas and spend more
Cinemagoers don’t just have a love of film, they’re also big on Christmas too.
Latest TGI data (GB Q3 2017) shows how cinemagoers are more likely than non-cinemagoers to begin planning their Christmas present purchases earlier. Cinemagoers ultimately also end up spending more each Christmas on their nearest and dearest too, with regular cinemagoers (who go at least once a month) on average spending £356 on Christmas presents vs. £297 for non-cinemagoers.
Cinema’s young, affluent audiences have more disposable income available to spend on themselves and others and therefore are an incredibly attractive audience to reach throughout the year, but especially at Christmastime!
3. Cinema can offer great share of voice for brands at Christmas
Christmas is an incredibly competitive time of year for brands - according to Nielsen AdDynamix, UK display ad expenditure was over £2bn in November and December 2016.
Brands are in fierce battle for attention, PR and the ‘Christmas advertising crown’ each festive season. With over two-fifths of the £2bn being spent on TV, it can be incredibly challenging for brands to try and forge cut through for their AV campaigns at the busiest time of year.
Cinema provides a great opportunity for brands to showcase their campaigns in a less cluttered environment and establish a greater share of voice (SOV). For example, for a retail brand, £1m last year brought you 1% SOV on TV – whereas this would have given them a 10% SOV in cinema.
This increased level of cut-through can help campaigns stand out ahead of the competition and help drive significant success for brands.
Recent festive success stories have included House of Fraser, Sky and Lidl who all witnessed significant results from including cinema within their Christmas mix.
For more information on how to get your brand on the big screen this Christmas please speak to your DCM rep.