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| Author | Zoe Aresti |
The Advertising Association and WARC published new results for media expenditure in Q4 2017 last week, with cinema recording its fourth successive year of rising spend.
UK advertising expenditure hit a record £22.2bn in 2017, with spending exceeding £6bn in the final quarter of the year, according to the most recent Association/WARC Expenditure Report, which measures advertising activity in the UK.
Cinema advertising climbed 3.3%, with other traditional media including radio (+5.2%) and Out-of-Home (+1.5%) also faring well.
Internet advertising continued to grow adspend (up 14.3% over the year to £11.6bn), which includes digital revenues for newsbrands, magazine brands, TV and radio broadcasters.
Overall market growth occurred despite a drop of -3.2% in total television advertising to £5.1bn in 2017. However, James McDonald, Data Editor at Warc, said “We expect the channel to rebound this year thanks in part to the summer’s World Cup.”
McDonald continued: “The latest verified results illustrate a dynamic market, one which has now expanded for 18 consecutive quarters.”
Davina Barker, Sales Director, Digital Cinema Media, said of cinema’s growth: “Cinema has recorded impressive growth for the fourth year in a row, with even further growth predicted for 2018 (+8.8%) and 2019 (+7%).
“Cinema continues to have an enduring appeal to advertisers and audiences. Not only is it becoming an intrinsic part of the AV schedule but brands are becoming more aware of cinema’s ability to build brand fame, connecting with captive audiences who have paid to pay attention in cinema’s unique environment..”
You can download and view the full Report here.