media information 104
The Scottish media industry is a fast changing beast. Evolution –
planned or forced – is a necessity to survive. And over the past 12
months change has been rife in Scotland.
The team at Feather Brooksbank takes time out to analyse the year
that was, taking in the major events and the media trends of 2008, while
hazarding an informed guess at the challenges that 2009 may present.
TV increasingly lower prices for advertisers and
Carl Brady, Broadcast Account Manager, increasingly higher viewing figures, all add up to
Feather Brooksbank another relatively successful year for ‘the box’ …
Despite all the fears of TV’s long term decline, and
Not too bad for a media in so-called ‘decline’!
the constant references to the “credit crunch”, it’s
not all been bad news for TV in 2008 – with digital
Cinema
penetration at a massive 88%, viewing hours
Maud Cant, Broadcast Account Manager
exceeding levels of the late 90’s, and over half of
Feather Brooksbank
consumers “unable to live without TV”, not only are
TVs physically taking up more space in our homes
Cinema has yet again shown its strength in a very
(24% of TVs sold this year were over 33”), they are
difficult market place. Whilst admissions looked to
playing a bigger part in our lives too. It’s official.
be down in the first six months of the year, some
We are watching more TV.
very strong releases starting with Sex in the City at
the end of May kicked off a very promising period
A record breaking start to the year provided a stark
for cinema. The summer in particular has been
contrast to all the doom, gloom and negativity
highly successful with record breaking admissions
being bandied around TV land. In the first half of
of 53.6million between July and August, up 6%
this year, network impacts were up year on year by
year on year.
6%, aiding the 15% growth in impact delivery over
the last 5 years. In the Scottish market specifically,
Largely responsible for that success is Mama Mia,
impact delivery for January to June exceeded the
now one of the highest grossing movies taking
network, and was up in excess of 8%.
over 60million admissions in the UK alone to date,
it was closely followed by the latest Batman movie
Nevertheless despite an encouraging first six
The Dark Knight.
months of the year, 2008 really has proven to
be a ‘game of two halves’. Although viewing
A slight disappointment for the end of the year was
has continued in a positive vein, from a revenue
the postponement of Harry Potter until 2009. This
perspective, the last few months and the
has dented 2008’s expectations to beat 2007,
immediate future look murky. It was always unlikely
however, the return of Daniel Craig as our favorite
TV would escape the grasp of the “credit crunch”
British spy promises to get admissions on par if
forever, and allowing for how the current economic
not slightly above 2007. The 10% revenues growth
climate has affected other industries in 2008, an
of 2007, turned out to be a hard act to follow and
anticipated decrease in revenue of -7 and -8 on
latest estimates are showing revenues to be pretty
ITV and STV respectively, is far from catastrophic.
much on par.
Emergent technologies have played a significant
2008 has seen some of the big TV advertisers
part in the positive TV stories over the last 12
moving on to the silver screen, most notably in
months. Thinkbox reported the popularity of
the grocery market. Unilever had increased their
broadcaster online output – such as ITV.com, 4OD
cinema spend by 154% by the end of the summer
and Demand Five, seem to be adding incremental
whilst Kellogg’s made a very unique but highly
viewers to programmes being “watched” in the
relevant media decision to launch its New Special
more traditional manner.
K range in the Sex in the City movie. Biggest
spenders however, remain in the same categories
Appreciation of Sky + and other DVRs reached
– Motors and Drinks whilst the leading advertiser
‘fever pitch’ over the last year, with more than 70%
position is still held by Orange.
of owners saying that they ‘cannot live without’
this piece of kit, according to a new survey
Two major developments this year to change the
commissioned by NDS. The findings also showed
cinema landscape has been:
that only washing machines and microwaves
• Pearl and Dean have increased their shares to
were deemed more ‘essential’ than the DVR.
approximately 33.3% following the take over of
Interestingly, over 60% of DVR owners with a
Showcase.
partner felt that having a DVR had improved their
relationship!
• Carlton Screen Advertising is no more and has
now become Digital Cinema Media (DCM) a new
Once only deemed suitable for DRTV and
joint venture between Odeon and Cineworld. They
advertisers with huge budgets, interactive TV has
now represent 66.7% of the market.
moved on considerably in 2008. Lower costs to
entry, as well as improved user friendly technology
Unfortunately there is not much to report on
should provide advertisers with more creative,
the growth of digital cinema as the number of
Media information supplied
entertaining and innovative means to convey their
digital screens is at a standstill mainly due to high
by Feather Brooksbank
media messages.
cost against uncertain conversion of revenues.
Innovations have not been to the level of last year
The growing extent to which new technology is
but Pearl and Dean Innovation has launched the
being embraced, coupled with a market providing
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