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| Author | Zoe Aresti |
The Advertising Association and WARC published new results for media expenditure in Q1 today, with cinema the best performing traditional media for the first three months of the year.
Cinema advertising climbed 27.6% year on year during the quarter, making it the only non-digital medium to grow during Q1 2017.
The Advertising Association and WARC expect this growth to continue at a slower pace for the rest of the year and cinema adspend will rise by 8.8%.
UK advertising expenditure grew 1.3% year-on-year in Q1 2017 to reach £5,318m – the 15th consecutive quarter of growth but the slowest rate in almost four years, according to Advertising Association/WARC Expenditure Report data published today.
Internet advertising accounted for half of the UK's adspend for the first time in the first three months, according to the report. But cinema outperformed digital exluding mobile media.
Overall market growth occurred despite a drop of -6.2% in total television advertising, its first fall since 2009. However, TV ad expenditure is forecast to recover in 2018 with 2.5% growth.
Cinema was the fastest-growing media in the first quarter of 2017 and the great performance has continued with a raft of top film content on the slate including Disney's live action remake of Beauty and the Beast in March, which has gone on to become the biggest film of the year to date.
Karen Stacey, Digital Cinema Media CEO, said of the good news: “These latest results show that cinema has recorded an outstanding quarter with growth of 27.6% year-on-year in Q1.
Cinema outperformed all other platforms, including internet (excluding mobile), making it the fastest-growing medium. We continue to offer something different for advertisers and audiences with a trusted, unique environment and our great performance has continued into Q2.”
You can download and view the full Report here.