• by Jack Loechner , Staff Writer, October 29, 2007

Catch A Commercial At The Movies

According to the Cinema Advertising Council's just-released report, cinema advertising industry revenues among CAC members grew 15% to $455.7 million in 2006. CAC members account for more than 81% of US movie screens, according to the organization.

The report includes revenue data for both on-screen cinema advertising, including commercials airing in advance of movie previews and the feature presentation, and off-screen revenues, including those derived from audio programming, sampling, special events, concession-based promotions and lobby-based promotions.

According to the report:

• On-screen advertising revenues increased 15% to $417,401,000 in 2006 from $361,598,000 in 2005
• Off-screen revenues grew to $38,260,000 in 2006, a 15% increase from $33,232,000 in 2005

Note: The CAC no longer estimates revenue for non-members or for beverage category advertising.

Other key findings according to the report:

• Leading national advertising categories in 2006 included Automotive, Entertainment/Media (including Movie Studios, Broadcast/Cable TV and Home Video), Consumer Electronics, Telecom, Financial Services, Educational Institutions and Government/Military
• Growth in cinema advertising revenues in 2006 is attributable to increasing activity from advertisers across a spectrum of national advertising categories, including Food/Consumer Packaged Goods, Consumer Electronics, Educational Institutions, Telecom, Financial Services, Automotive, Government/Military, Internet and Entertainment/Media
• Cinema advertising in 2006 was buoyed by revenue growth in regional and local advertising. These categories include Real Estate, Automotive Dealers/Manufacturers, Healthcare Professionals/Services and Restaurants.

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