Tips & Tricks to 2010 Media Planning: Cinema Advertising
When is the last time you were able to break away from your busy life and head to the cinema to catch a flick? When you were there did you notice the pre-show advertisers on screen? We’re guessing you saw ads for Ford, Chevy, Coca Cola, Pepsi or other national advertisers. Did you see any local ads? Chances are very slim, as many local businesses are not aware of the benefits of cinema advertising.
Depending on your market, and your target consumer, cinema advertising can be a viable option.With such a small percentage of cinema advertisers being local businesses, your store can gain a little prestige from being associated with the likes of the ‘big spenders’ mentioned above.
PROS:
• Of the over 40,000 movie theatres in the United States, roughly 79% sell advertising on a national and local level.
• In 2008 alone, over 1.3 billion movie tickets were sold in the United States. Even with a rough economy, this figure is expected to rise in 2009.
• According to Nielsen Media, 88% of moviegoers are under the age of 55, with 66% being under the age of 35, making cinema advertising a compelling buy for those targeting the engagement crowd.
• Cinema advertising is one of the fastest growing advertising sectors in the United States, seeing an increase of 23% in advertising revenue thus-far in 2009.
CONS:
• Only 7% of consumer respondents in a Deloitte survey said that cinema advertisements had a direct influence on their purchasing decision. This percentage ranks behind TV, radio, magazine, online, newspaper, radio and outdoor advertising.
• Cinema advertising can be costly, depending on market/theater sizes. Some theaters can charge up to $500 per week to advertise still screen (billboard) shots, and will charge over $1,000 per week for video (30 second) ads.
• With 88% of moviegoers being under the age of 55 and 66% under the age of 35, cinema advertising is not a compelling buy for those with an older clientele.
• Unlike television and cable advertising, you do not have the ability to select specific movies on the local level. Your ad will be seen in G, PG, PG-13 and R rated movies. Something to consider when developing creative concepts and the association with your brand.
• While 1.3 billion people purchased movie tickets in 2009, not everyone shows up to the movie in advance to claim their seat. Therefore, you run the risk of your advertisement not being seen.
WHEN TO USE:
Cinema advertising does have a compelling offer for various independent fine jewelers. With the economy sputtering, people are cutting back on spending money on long trips, vacations and other expensive endeavors. These trips are being replaced with more cost effective getaways, such as a night at the movies. With that, ticket sales will continue to rise for movies, only helping the argument for cinema ads. If your store targets engagement consumers, cinema advertising is a great buy with 66% of tickets sold to individuals under the age of 35. The bridal co-op vendors (Tacori, Hearts On Fire, Simon G., Scott Kay, etc…) have been behind this advertising medium as well, so co-op dollars can be utilized. Reach out to your local theaters to check on costs and availability and really work these theaters for bonus theaters/screens or discounts as added value.
This article concludes our ‘Tips & Tricks to 2010 Media Planning’ series. If we did not cover a media you would like us to analyze, please contact Brent Vogel, Jr. at brent@fruchtman.com and we’ll provide you an in-depth analysis. If the content you’ve read over the past few weeks in this series has given you pause about your planning, contact our media department for a recommendation of how to use and approach each medium for effective advertising in 2010.
By Fruchtman on December 1, 2009 :: Filed under Think
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