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Cinema advertising soared in 2007, per the Cinema Advertising Council. Total revenues neared $540 million, up 18.5 percent from 2006.
Retail is a new category for the medium, with chains like JC Penney investing substantial amounts, writes MediaPost.
On-screen advertising revenues - approximately 92 percent of total cinema advertising revenues - increased 18.5 percent, to $494,622,000 in 2007 from $417,401,000 in 2006, and off-screen revenues grew to $45,324,000 in 2007, an 18.5 percent increase from $38,260,000 in 2006, according to the report (via MarketingCharts).
On-screen cinema advertising includes commercials airing in advance of movie previews and the feature presentation; off-screen revenues include those derived from audio programming, sampling, special events, concession-based promotions and lobby-based promotions.
Approximately 74 percent of total revenue is from national or regional advertisers, with growth attributable to increasing activity across a broad spectrum of national advertising categories, including Automotive, Broadcast/Cable, Government/Educational Institutions, Consumer Packaged Goods, Media, Movie Studios, Wireless, Retail/Stores and Telecommunications, CAC said.
CAC attributed off-screen revenue growth to advertisers’ using a variety of media options, including concession-area marketing (up 48%), in-lobby and in-auditorium audio programming (up 207%), and in-lobby sampling programs (up 374%).
Cinema advertising grew 15 percent in 2006.
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