Media News: Cinema adspend hits record high
UK cinema advertising grew by 6.6% in 2004 to a record £159m, with drinks advertisers boosting their spend by 48.7%, according to figures from Nielsen Media Research and the Cinema Advertising Association.
Drinks activity was led by Brown Forman's Southern Comfort and Jack Daniel's brands, which have replaced TV with cinema as their lead medium with a combined 96% increase in spend.
The biggest advertiser was Orange, spending £13.7m, including a sponsorship that showed on 92% of all cinema screens. The second-biggest cinema campaign was Hewlett-Packard's £3.2m 'You and HP' execution.
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Motors was the biggest category, accounting for £28.3m, led by Renault, the second-highest spender on cinema with £5.3m.
The year was boosted by an exceptional final quarter, up 34% on 2003.
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