Movie theater ad revenue soars overseas

Although traditional print and broadcast media have seen a precipitous
decline in ad revenue in most countries this year, in-theater advertising
spending has risen 54 percent in Britain alone during the first half and
similar ad growth is being reported on the continent as well, the Wall
Street Journal
reported today (Friday). Mark Priestley, who heads the
cinema department for media buyers Carat in the U.K., told the WSJ:
“Cinema is on a roll. … and its success this year is really continuing a
momentum that started 21 months ago.” Although ad buyers pay about twice the
cost-per-thousand tab charged by television, Priestley noted, ad buyers are
willing to foot that bill because studies show that audiences pay more
attention to the ads and remember them longer when they are part of a
captive audience.