Cinema advertising
Introduction
Digital Cinema Media (DCM) is the market leader in UK cinema advertising, providing some 3,405 screens at 509 sites for advertisers. DCM sells 80.1% of the cinema advertising market through exhibitors including Cineworld, ODEON, Vue, Curzon Cinemas, Picturehouse Cinemas and many independent cinemas.
Fast Facts
OUR AUDIENCE:
77% OF GB ADULTS ARE CINEMAGOERS
Source: TGI GB Q1 2020. *CAA Film Monitor Coverage & Frequency Data. 2020 forecast.
ESTIMATED AVERAGE CINEMA
WEEKLY ADMISSIONS
3.4M
Per week
Source: CAA. Based on 176m annual industry admissions.
OUR ADMISSIONS SHARE
*Source: CAA/comScore Q4 2019. Admissions share.
OUR YEAR-ON-YEAR PERFORMANCE
| Year | Industry Admissions | DCM Revenue |
|---|---|---|
| 2016 | 168.3m | £87.9m (+2%) |
| 2017 | 171.0m | £91.3m (+4%) |
| 2018 | 177.0m | £92.2m (+1%) |
| 2019 | 176.1m | £105.0m (+14%) |
| 2020* | 176.0m | £110.0m (+5%) |
Source: 2019 admissions data. CAA/comScore Admissions monitor. Revenue numbers DCM. *2020 DCM predicted admissions & revenue.
TOP 10 CATEGORIES - CINEMA SPENDERS
| Annual spend | |
|---|---|
| 1. Entertainment & Leisure | £44.0m |
| 2. Motors | £36.0m |
| 3. Finance | £27.0m |
| 4. Telecoms | £22.9m |
| 5. Govt, Social, Political | £22.1m |
| 6. Drink | £18.2m |
| 7. Appliances & Tech | £17.9m |
| 8. Travel & Transport | £17.1m |
| 9. Food | £14.9m |
| 10. Media | £13.6m |
Source: Nielsen AdDynamix Cinema 1st January 2019 – 31st December 2019. Top 10 Cinema Category Spenders.
TOP 10 CINEMA ADVERTISERS
| Advertiser |
|---|
| 1. Apple |
| 2. Mcdonalds |
| 3. Amazon |
| 4. Sky |
| 5. Samsung |
| 6. Audi |
| 7. BGL Group |
| 8. Procter & Gamble |
| 9. BMW |
| 10. BBC |
Source: Nielsen AdDynamix Cinema 1st January 2019 – 31st December 2019.
OUR PLAYLISTS
AVERAGE REEL LENGTH: 11 MINUTES
BRONZE SPOT
Rate Card: +15% on chosen buying route
SILVER SPOT
Rate Card: +30% on chosen buying route
GOLD SPOT
Rate Card: +60% on chosen buying route
Source: DCM *Source: Assosia Independent Audits Jan – Dec 2017.
PRODUCTION: FIVE DAYS AVERAGE LEAD TIME
/ £3,000 AVERAGE CONVERSION COST
95%
Of the copy in cinema is also shown on TV
85%
Of cinemagoers think it’s a different ad
Source: DCM