印刷媒介广告衰落,电影院广告却如日中天

emarketer的数据显示,在2012Q2,英国电影院广告增长了23.9%,互联网广告增长了14.8%。户外、电视广告都有所增长,唯一只有印刷媒介广告减少了11.7%

 

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Despite an economy that was stillcontracting, early advertising investments in anticipation of the Olympics andthe UEFA Euro 2012 boosted ad spending in the UK over the spring compared tothe same period the previous year. Cinema beat out the internet handily for thegreatest Q2 2012 lift compared to the same quarter in 2011, according to datafrom the Advertising Association/Warc. Cinema ad spending was up 24%, whileoverall advertising was up 3.8% (excluding direct mail).

Ad spending in nearly all segments grewfaster in Q2 than the corresponding expected growth rates for full-year 2012,which is understandable given the long run-up to the major sporting events. Butprint was not so lucky. Press declined by nearly 12% in Q2 compared to theprevious quarter, performing more than 4 percentage points worse than itsexpected decline for the year.

 

Warc anticipated that total ad spending forthe year, including direct mail, would reach £16.80 billion ($27.1 billion) andrise by 3.5% in 2013 to £17.40 ($28.06 billion).

 

eMarketer’s growth estimate for 2013 UKtotal media ad spending is slightly more bullish, at 3.9%, but the overallspend estimate of $25.15 billion is below Warc’s calculation.

 

According to Suzy Young, data editor atWarc, writing in the company release, “The forecast for UK adspend strengthensin 2013 as inflation subsides and real disposable income increases for thefirst time since the financial crisis.”

文章名称:Cinema Is UK's Big Ad Winner in Q2
文章来源:emarketer
文章链接:http://www.emarketer.com/Article.aspx?R=1009451


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