After the Popcorn, Before the Show
According to The Cinema Advertising Council (CAC), total cinema advertising industry revenues of CAC members, accounting for more than 82% of 38,794 U.S. movie screens, grew by nearly 2% to $584,067,000 in 2009, as compared to a total of $571,421,000 in 2008, despite a year that saw spending in other traditional media decrease significantly.
For 2009 regional and national cinema advertising sales were up 5.4% compared with the previous year, accounting for 79.4% of the industry (regional and national sales accounted for 76.8% of total cinema advertising spending in 2008).
Meanwhile, local cinema advertising sales were down 9.6% year over year, accounting for 20.6% of the total cinema advertising market (compared with 23.3% in 2008), while other independent forecasts showed that the majority of non-cinema media categories were off 20% or more last year.
Michael Chico, president and chairman of the CAC, says "Cinema advertising, in one of the most challenging years for media sales during the last few decades, continued to grow... (the) sector's vitality remains very strong... and that growth is continuing in 2010, as cinema has already experienced double digit increases across the board..."
The CAC report includes revenue data for both on-screen cinema advertising - including commercials airing in advance of movie previews and the feature presentation - as well as off-screen revenues - including those delivered by digital video and audio programming, sampling, special events, concession-based promotions and lobby-based promotions. On-screen revenues, says the report, accounted for over 93% of total cinema advertising revenues and were up 2.1% year over year, while off-screen revenue was flat.
Top national cinema advertising categories in 2009 included Apparel, Auto, Entertainment, Retail, Consumer Packaged Goods, Travel and Wireless. Additionally, growth in 2009 was attributable to increasing activity across a broad spectrum of emerging categories, from Cable Television Networks, Cosmetics, Financial and the Military.
For additional information about The Cinema Advertising Council (CAC), please visit here.