Cinema advertising
Introduction
Digital Cinema Media (DCM) is the market leader in UK cinema advertising, providing some 3,462 screens at 534 sites for advertisers. DCM sells 82% of the cinema advertising market through exhibitors including Cineworld, ODEON, Vue, Curzon Cinemas, Everyman Cinemas, Picturehouse Cinemas and many independent cinemas.
Fast Facts
OUR AUDIENCE:
77% OF THE UK ARE CINEMAGOERS
Source: TGI Q4 2019. *CAA Film Monitor Coverage & Frequency Data.
ESTIMATED AVERAGE CINEMA
WEEKLY ADMISSIONS
3.4M
Per week
Source: CAA. Based on 177m annual industry admissions.
OUR ADMISSIONS SHARE
*Source: CAA/comScore Q3 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* | 177.0m | £105.0m (+14%) |
| 2020* | 177.0m | £110.0m (+5%) |
Source: 2018 admissions data. CAA/comScore Admissions monitor. Revenue numbers DCM. *2019/20 DCM predicted admissions & revenue.
TOP 10 CATEGORIES - CINEMA SPENDERS
| Annual spend | |
|---|---|
| 1. Entertainment & Leisure | £41.2m |
| 2. Motors | £34.6m |
| 3. Finance | £27.3m |
| 4. Telecoms | £27.0m |
| 5. Govt, Social, Political | £18.7m |
| 6. Drink | £18.3m |
| 7. Food | £15.3m |
| 8. Travel & Transport | £14.4m |
| 9. Appliances & Tech | £14.1m |
| 10. Media | £11.5m |
Source: Nielsen AdDynamix Cinema 1 November 2018 – 31 October 2019.
TOP 10 CINEMA ADVERTISERS
| Advertiser |
|---|
| 1. Amazon |
| 2. Mcdonalds |
| 3. Apple |
| 4. BGL Group |
| 5. Sky |
| 6. Procter & Gamble |
| 7. BMW |
| 8. Samsung |
| 9. Sony |
| 10. Audi |
Source: AdDynamix Cinema. Full Year: 2018
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