UK cinema ad spend has noted a 26 per cent year-on-year increase for the first quarter of the year across a range of categories, with automakers spending 198 per cent more on the channel than they did during the same period in 2015.
The figures, released by Digital Cinema Media (DCM) also noted a surge in booking for premium positions with Q1 'Gold Spot' revenues up by 244 per cent as brands increasingly look to air ads in the last commercial slot before a film kicks off.
Earlier in 2016, Sky inked a one-year deal with Pearl & Dean and DCM to take every Gold Spot before a family film in 2016, ahead of spots like Zootropolis and Finding Dory.
According to media network Carat, cinema ad spend grew by 7.6 per cent globally in 2015 and is set to grow by five per cent in 2017.
Karen Stacey, chief executive of DCM, said: “2016 is proving a defining moment for cinema advertising and the stellar results that we have recorded so far, and in particular around the Easter period, speak volumes for the effectiveness and popularity of our medium."