More reports on: Entertainment

Cinema ad spend in UK fell 14.5% YoY in 2013

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29 April 2014

Cinema ad spending in the UK was down 14.5 per cent year-on-year in 2013, as per the latest figures from the Advertising Association/Warc Expenditure Report.

Overall, cinema ad spending made up 184 million of the UK's overall 17.877 billion advertising expenditure in 2013.

However, the drop notwithstanding, cinema ad spending was expected to rise 5.4 per cent in 2014 and 6.9 per cent in 2015.

Cinema ad spending last year was above 2011's 169.4 million and continued to enjoy a slightly stronger first quarter at 35.5 million as against 2012's first quarter of 34.9 million.

The steepest year-on-year fall came in the final quarter of 2013 - down 24.7 per cent on 2012.

The AA/Warc Expenditure Report projects growth in UK ad spend of 5.5 per cent in 2014 and 6.5 per cent in 2015, which would take overall UK adspend past 20 billion for the first time.

The figure for 2013, 17.877 million was up 3.9 per cent on 2012 with mobile advertising (+95 per cent), broadcast video on demand (+21 per cent) and digital national newsbrands (+19.5 per cent) all experiencing robust growth.

TV spot advertising registered 2.9 per cent growth in 2013 to 4.233 million and was expected to benefit from the increasing adspend around the World Cup.

Meanwhile, advertising spend in the UK was expected to reach a record breaking level of 20 billion in 2015, on support from mobile advertising on smartphones and tablets.

Figures from Advertising Association in partnership with Warc, showed that advertising spending in the UK was up 3.9 per cent in 2013 reaching 17.9 billion and should increase by 5.5 per cent this year in step with the expected economic recovery.

The boom was driven largely by the increased spend on mobile advertising to smartphones and tablets, which grew by 95.2 per cent last year to over a billion pounds.

International Business Times quoted Tim Lefroy, chief executive of the Advertising Association, as saying, the forecast explosion in mobile advertising and digital formats pointed UK advertising at the centre of a global revolution.

Mobile advertising was likely to remain the fastest-growth segment up to 2015, but the rate at which it expanded was expected to slow down to 45.5 per cent over the next couple of years.

Television advertising is also expected to increase 6.6 per cent this year. According to experts, the surge in TV advertising spend would be helped along this year by worldwide events such as the World Cup this summer and online "on-demand".





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