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| Author | Zoe Aresti |
2015 was always destined to rewrite the record books for the cinema industry and it has already surpassed all expectations, with Digital Cinema Media (DCM) today announcing an increase in cinema ad revenue of 21% year-on-year.
At the half year mark, not only is cinema ad revenue up 21%, but the box office is also up 10% year-on-year, while UK cinema admissions are up 10% in total year-on-year, with every month for the last seven months up on the equivalent period 12 months ago. June’s industry admissions alone were up a huge 27.5% from June 2014.
The news comes at a time that is particularly strong for the advertising market as a whole, with the latest figures from the Advertising Association and Warc Expenditure report, released yesterday, showing that ad spend in the first quarter of the year was the highest on record, hitting £4.7 billion, and 8.2 per cent growth compared to the same period last year. More traditional advertising formats including TV, radio and outdoor all saw strong growth in the quarter, with TV spend increasing by 11.5%, radio by 8.2% and out-of-home by 9.7%, while cinema remains up 21%.
DCM's CEO, Karen Stacey, commented: "2015 is proving to be a defining moment for cinema advertising. Ad revenue is up a massive 21% year on year while, more importantly for advertisers, box office stats are at an all-time high, with box office admissions up for the seventh month in succession and up 10% in total across all key demographics.
“Cinema is an appointment to view with no distractions – a feat that’s hard to achieve in today’s increasingly fragmented media landscape. Adding cinema to the media mix is proving an effective way for advertisers to really build incremental campaign reach and maximise ROI.
“More excitingly, with a strong film slate still to come, growth is expected to continue for the rest of 2015 and into 2016 and beyond, and DCM is committed to cementing cinema’s position in the media mix.”
Huge titles such as Jurassic World, Avengers: Age of Ultron and Fast and Furious 7 have helped to exceed expectations and are attracting more brands to use cinema to deliver scale and audience, with cinema’s brand count up 60% in the last 18 months.
We always felt that while the first half of the year looked strong, the second half of the year was the most exciting and, with three of 2015’s biggest titles still to come, including Hunger Games: Mockingjay Part 2, SPECTRE and Star Wars: The Force Awakens, the best is yet to come.
Read how the news was covered by Campaign Magazine.