Cinema advertising is often overlooked by many marketing departments and booted from their media mix. Video Advertising Bureau released some data that might make marketing managers change their minds about the big screen.
According to VAB, box office ticket sales saw an eleven percent increase from 2014 to 2016. Perhaps this is due to the rising median household income amounts. From 2010 to 2015, the median HHI has increased from $53,569 to $56,516. With an increase in HHI comes an increase in disposable income which has grown from $11,515 in 2010 to $14,281 in 2016 (referring to personal disposable income).
Demographically, heavy movie goers tend to be young, multicultural, affluent, educated, and professional. The majority of these people are ages 18-44, employed, home-owners, college educated, and making over $50k per year.
So, what’s so special about cinema advertising? Well, beyond the fact that you’re speaking to a captive, engaged, willing audience; cinema advertising drives consumer action. Many steady cinema advertisers like Vans, Shazam, esurance, LG, Infiniti, and Hotels.com see an increase in website activity when cinema is a part of their media mix verses when they’re not on the big screen.
On top of that, consumers are choosing to spend leisure time watching movies at a theater more often than other activities like attending a sporting event, going to the zoo, or having a picnic.
It might be time to rethink that marketing mix and see how your brand on the big screen can make a difference.