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| Author | Zoe Aresti |
The latest AA/Warc Expenditure report has said that UK advertising spend grew last year by 5.8%, its highest rate since 2010 and is forecast to exceed £20 billion next year.
The biggest increases in adspend came through digital, with internet advertising rising 15% and mobile adspend climbing 58.9%.
The report also reflected a strong story for cinema, with a 9.4% increase year on year – with cinema ad revenue growing faster than TV, Radio, OOH and Print (Regional / National Newspapers plus Magazines).
Demand for cinema has never been greater, and in a year that’s set to be one of the biggest yet with a remarkable film slate ahead, we’re expecting admissions to hit a high of 172m, with growth continuing into 2016 and beyond.
By the end of March 2015, cinema admissions were already up 6% year-on-year, the fourth highest total since 1972, and this is only expected to increase by the end of April with the release of Fast & Furious 7 and Avengers: Age of Ultron.
DCM research, 'The Bigger Picture', conducted at the end of 2014 provided new evidence into the unique power of cinema advertising, explaining why cinema is such a powerful, emotionally engaging medium for brands in today’s changing media landscape. The study proved that cinema advertising is processed by the brain more consciously, revealing that adverts on the big screen offer eight times more engagement and three times more brand recall than adverts on television.
‘Power of Cinema’ research released recently by Val Morgan, Australia's largest digital location based screen advertising company, has further proved that adding cinema to an AV media mix delivers an uplift of 42% in positive brand sentiment measures.
The study evaluated the impact of cinema advertising when used in conjunction with TV and online video, revealing that cinema delivers 66% more cut through and 156% more awareness, highlighting how strongly cinema performs when added to a comms plan.
Read more about the AA/Warc Expenditure report here.