Cinema was the fastest growing advertising medium of 1999, Carlton
Screen Advertising told media planners and buyers last week.
The company announced at its industry event - Screen 2000 - that cinema
ad revenues had broken the pounds 100 million barrier and admission
levels were the highest for over 25 years.
Jane Rumsey, sales director of Carlton Screen, added that the profile of
cinema advertisers had changed ’dramatically’ last year.
Spend on food advertising increased by 95.2 per cent to just under
pounds 14 million, pushing the drinks sector off the top spot.
Peugeot bought the most space of any single company, paying pounds
3,346,670 to advertise its 206 brand. BT Cellnet and Smirnoff came a
close second, followed by the Royal Navy Careers Service.
The remainder of the top ten highest spending brands were The Gap (for
its Khakis range), Guinness, Ford, Walkers Doritos, Gordon’s Gin and
’The increasing clout of the cinema is shown by the 150 per cent growth
in revenues over the last decade. With the broadest audience in history,
we are seeing a the widest ever range of advertisers,’ said Rumsey. ’For
the first time the drinks sector has been knocked off the top spot.
Other key growth areas were telecoms, motors, computers, the government