Cinema advertising spend in the United Kingdom and Ireland looks set to exceed 2019 levels this year on the strength of super hero and other other blockbuster films. UK market leader Digital Cinema Media (DCM) has seen a major rise in ad spend, with revenue from 2022 Q1 exceeding the peak levels in 2019 and “smashing” its budget by 18%. Rival Pearl & Dean has seen sales levels match those of 2019 and is already discussing Q4 plans with client, which is unusually early in the year.
Following the success of “Spider-Man: No Way Home” and “The Batman,” both advertising companies expect strong sales for upcoming releases “Jurassic World,” “Doctor Strange: in the Mouth of Madness,” “Avatar 2,” “Top Gun Maverick,” “Thor: Love and Thunder” ands the new Fantastic Beasts and Black Panther sequels. The inflation of advertising spots is highlighted as the reason for success, while cinema advertisers have a fixed Cost Per Thousand (CPS). Clients who abandoned cinema during lockdown are said to be returning. They are joined by new brands such as Deliveroo, Just Eat, Getir, Kazoo and other. Top categories are entertainment and media, telecoms, finance, motors, food, travel and transport; as well as online retail.
“This outstanding start to the year proves that the cinema medium is very much alive and in an amazing shape,” DCM chief executive Karen Stacey is quoted as saying. “Partnerships and experiences are really attracting clients,” Pearl & Dean chief executive Kathryn Jacob says. “We’re being mindful of what is deliverable and will create the required impact – so we’re looking at briefs carefully.”
Brands are also said to be interested in outdoor cinema advertising opportunities this summer. Online used car marketplace heycar has secured a partnership with The Luna Cinema for the summer, which operates 38 outdoor venues across the UK. Lastly, the shift of the World Cup to November could help steer brands towards “Avatar 2” given higher cost of television spots in Q4.