Carlton Screen: cinema is fastest growing ad medium

Cinema was the fastest growing advertising medium of 1999, Carlton Screen Advertising told media planners and buyers last week.

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

Thomson Holidays.



’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

and travel.’



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