Market Insights Advertising & Media Advertising

Cinema Advertising - Belgium

Belgium

In Belgium, ad spending in the Cinema Advertising market is projected to reach €10.43m in 2024.
This ad spending is expected to demonstrate an annual growth rate (CAGR 2024-2029) of 5.51%, leading to a projected market volume of €13.64m by 2029.
While a projected market volume of €882.80m in 2024 indicates that most revenue in the Cinema Advertising market will be generated the United States, in Belgium’s own market is also expected to grow.
The number of viewers in the Cinema Advertising market in Belgium is anticipated to amount to 3.5m users by 2029.
Additionally, the average ad spending per viewer in Belgium's Cinema Advertising market is projected to be €3.28 in 2024.
In Belgium, cinema advertising is increasingly recognized for its ability to create immersive brand experiences, aligning with the nation's growing emphasis on innovative marketing strategies.

Key regions: United Kingdom, Japan, United States, Europe, Germany

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Analyst Opinion

The Cinema Advertising market in Belgium has been experiencing steady growth in recent years, driven by changing customer preferences and the increasing popularity of cinema as an advertising medium.

Customer preferences: Belgian consumers have shown a growing preference for cinema advertising due to its immersive and engaging nature. Unlike traditional forms of advertising, cinema ads are not easily skipped or ignored, capturing the attention of the audience in a captive environment. Additionally, the high-quality audio and visual experience offered by cinemas enhances the impact of advertisements, making them more memorable and effective. This has led to a growing demand from advertisers to leverage the unique advantages of cinema advertising to reach their target audience.

Trends in the market: One of the key trends in the Cinema Advertising market in Belgium is the increasing adoption of digital technology. Digital cinema screens have become more prevalent, offering higher resolution and improved image quality. This has opened up new opportunities for advertisers to create visually stunning and engaging advertisements that captivate the audience. Furthermore, digital technology enables more targeted and personalized advertising, allowing advertisers to tailor their messages based on the demographics and preferences of the cinema-goers. This trend is expected to continue driving the growth of the Cinema Advertising market in Belgium. Another trend in the market is the rise of event-based cinema advertising. Advertisers are increasingly leveraging the popularity of blockbuster movies and special events to reach a wider audience. By aligning their advertisements with highly anticipated movies or events, advertisers can capitalize on the excitement and anticipation surrounding these occasions, maximizing the impact of their campaigns. This trend is particularly evident during major film festivals and the release of highly anticipated movies, where advertisers compete to secure prime advertising slots.

Local special circumstances: Belgium has a vibrant cinema culture, with a strong tradition of film appreciation and a high number of cinema-goers. The country boasts a diverse range of cinemas, from large multiplexes in urban areas to smaller independent theaters in rural regions. This diversity provides advertisers with a wide range of options to target specific audiences based on location, demographics, and film preferences. Additionally, the Belgian film industry has been gaining international recognition, attracting both local and international audiences. This presents an opportunity for advertisers to promote local films and engage with a passionate and loyal fan base.

Underlying macroeconomic factors: The growth of the Cinema Advertising market in Belgium is also supported by positive macroeconomic factors. Belgium has a stable and prosperous economy, with a high level of disposable income among its population. This enables consumers to afford cinema tickets and contributes to a healthy cinema attendance rate. Furthermore, Belgium is known for its high literacy rate and multilingual population, making it an attractive market for international advertisers looking to reach a diverse audience. These favorable macroeconomic factors create a conducive environment for the growth of the Cinema Advertising market in Belgium.

Methodology

Data coverage:

The data encompasses B2C enterprises. Figures are based on the Cinema market, which comprises revenues from box office, advertsing and concessions. The market includes both consumer and advertising spending. All monetary figures refer to consumer spending on tickets and concessions. This spending factors in discounts, margins, and taxes.

Modeling approach / market size:

The market size is determined through a bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Consumer Insights), as well as performance factors (e.g., user penetration, price per product, usage) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as various macroeconomic indicators, historical developments, current trends, and reported performance indicators of key market players. In particular, we consider average prices and annual purchase frequencies.

Forecasts:

We apply a variety of forecasting techniques, depending on the behavior of the relevant market. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption. The main drivers are GDP per capita, consumer spending per capita, and 4G coverage.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Consumer Insights data is reweighted for representativeness.