A successful year for Swiss cinema is also emerging in the advertising market

The Swiss cinema year 2023 saw an upturn of 20.02% in cinema admissions compared to the previous year. This is also reflected in the advertising market for the cinema medium.

(Symbolic image: Unsplash/Geoffrey Moffett)

The Swiss cinema year 2023 has seen an impressive recovery, as the latest figures from the ProCinema association show. With a total of 10,881,937 admissions, the 10 million visitor mark was broken again, which corresponds to an increase of 20.02% compared to the previous year.

This positive trend is also reflected in the area of cinema advertising. Statistics from advertising marketer Weischer.Cinema Switzerland show that advertisers benefited from an average overperformance of 34% in national cinema screen campaigns in 2023.

"Cinema is the fairest and most transparent currency. The unique contact guarantee in our medium allows us to charge according to the actual number of cinema contacts. Last year, we demonstrated our generosity by considering every third moviegoer on a goodwill basis," emphasizes Christof Kaufmann, CEO of Weischer.Cinema Switzerland.

The signs are therefore extremely positive for the medium of cinema, not only in the moviegoer market, but also in the advertising market. According to annual data from Media Focus, cinema's share of the moving image market is growing by 9%. The so-called "Barbenheimer effect" in the summer has really boosted requests for advertising campaigns in cinemas, but also in the foyer on DOOH cinema screens, for the fall.

Advertisers are also increasingly opting for longer cinema spots, Weischer.Cinema notes: the average spot length has risen to 34.9 seconds, compared to 33.6 seconds in 2018. Juliane Merz, Director of Sales at Weischer.Cinema Switzerland, emphasizes: "Long spots in cinemas are no coincidence. The big screen offers the ideal platform for emotional and expressive stories. "

Accompanied by strong blockbusters such as "Migration", "Anyone but You" and "Dune: Part Two", the advertising marketer has already made a successful start to 2024.

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