Cinema advertising revenue in the U.K. rose by 9.3% to $136.4 million for the first six months of 2006 compared with 2005, according to Nielsen Media Research.
The uptick was in stark contrast to the outdoor, radio and TV ad sectors, which all saw a decrease in ad spend in the first half.
Despite the huge popularity of the World Cup, which dented box office take, June’s cinema ad spend surprised bizzers by jumping 34% year-on-year to $27 million.
Hike was due to “The Da Vinci Code”: Many advertisers paid top dollar late in the day to ensure their ads ran with “Code,” including first-time movie advertisers Jaguar, the Observer newspaper and Dyson vacuum cleaners.
“Cinema revenues have been fantastic, with lots of new advertisers taking advantage of the older, more upscale audience offered by ‘The Da Vinci Code’ and the shared family viewing offered by ‘Ice Age 2,’ ” said Clare Turner, Carlton Advertising Assn. director and sales director of Pearl & Dean, the U.K.’s leading cinema advertising company.
Prospects for the rest of the year look good, with November’s “Casino Royale” James Bond pic almost sold already, according to Turner. She also reported big interest from luxury brands for U.S. hit “The Devil Wears Prada.”