The 60-second standard gold spot, which appears before the main feature at cinemas, has been held by Orange since 2000. However, the kids' spot has had two different advertisers in two years: Sky and Buena Vista Home Entertainment.
The kids' spot is screened before family films on 2900 multiplex screens every week. According to industry research standard Caviar, an annual survey conducted by BMRB, 94% of four- to 14-year-olds are film-goers, and 96% of this audience visit a cinema with an adult.
Next year will see the release of several big-budget family films, including the latest instalment in the Harry Potter series, Charlotte's Web and Shrek 3.