2011 cinema advertising down on year before
Cinema advertising expenditure by media agencies were down in 2011 on the year before, according to the Standard Media Index.
Total cinema advertising expenditure totalled $48.2m, down by 5.8% on last year.
This result reflects a survey by Roy Morgan Research showed that in shifting adspend patterns, cinema advertising had the most to lose, across all sectors, from large to small businesses. The research surveyed 13,381 businesses.
Rob Belgiovane, executive creative director of advertising agency BWM, the agency that represents Val Morgan told Encore: “Usually advertising rises or falls because of the movies themselves. If there isn’t an Avatar or Titanic it’s slightly harder to sell cinema. Possibly this Christmas there wasn’t the mega block buster.”
“The other reason might be the advertisers and marketers are still getting comfortable around the techniques of 3D – some people are in the learn phase of what that might mean. But personal I still see cinema as being a strong media particularly when you’re dealing with teens, it’s very powerful to have them exposed to the advertising in the personal environment.”
In 2012 Belgiovane said: “I’m not seeing any trend – the impact that the news media is having on our confidence on overall spending is going to make it tough.”
