Cinecom cinemas remain stable
In Bern and Basel, the proportion of young moviegoers is falling rapidly. In French-speaking Switzerland, it fell below 50 percent for the first time.
In Bern and Basel, the proportion of young moviegoers is falling rapidly. In French-speaking Switzerland, it fell below 50 percent for the first time.
Of the approximately 530 cinemas in Switzerland, the cinema marketer and PubliGroup subsidiary Cinecom has a good 400 under contract. This is important to know if you look at the cinema coverage reported by Mach Basic. This is because they only apply to those cinemas that are leased from Cinecom and can therefore be reached with cinema advertising. So if Mach Basic 2006-2 shows 435,000 weekly moviegoers for the whole of Switzerland, 2000 more than six months ago, then this does not represent all moviegoers, but only those who have visited one of the Cinecom cinemas. All others are not counted in this study, which does not currently play a major role for the advertising industry. Although around 100 cinemas are not reported, some of these are not operated commercially anyway. In other cases, the operators acquire their (mostly local) advertising themselves. However, as there still seems to be a cautious "get rid of Cinecom" movement among cinema operators (Werbewoche reported on this), the marketer already has six fewer cinemas under contract this year than a year ago. This is hardly reflected in the current Mach Basic figures, as the majority of the survey period was still 2005. In future, however, depending on the development of the critical attitude towards Cinecom among cinema owners, it may be necessary to examine the figures more closely.
For the time being, however, it can be said that the reach of Cinecom cinemas generally remains stable at 22.62 million admissions. No significant increases or losses can be seen anywhere. After all, Cinecom reached 104,000 more moviegoers in the entire survey period than in Mach Basic 2006-1, but also 884,000 fewer than a year ago.
Cinema admissions in German-speaking Switzerland have eroded the most, falling 24,000 below the 2005 figure and 27,000 below the 2004 peak. The situation is different in French-speaking Switzerland, where cinema admissions are rising again slightly and cushioning the losses in German-speaking Switzerland somewhat, but here too they are still below the 2004 figure.
The figures show one thing once again: the proportion of young moviegoers continues to fall. In total, 14 to 34-year-olds still make up 51% of visitors to Cinecom cinemas, whereas a year ago their share was still around
4 percentage points higher. In French-speaking Switzerland, their share fell below 50% for the first time, to 46%.
However, the proportion of young moviegoers has fallen particularly sharply in Bern: within a year, it has dropped from 64% to 54%. The situation is similar in Basel: a year ago, young people accounted for 54% of moviegoers there, but now it is 9 percentage points lower. Zurich, Geneva and Lausanne are also below the 50 percent mark. In contrast, the St.Gallen/Schaffhausen pool was able to gain young child visitors, probably primarily thanks to the still young multiplex cinemas in both cities.
Cinema magazines are also erodingThe reach of free cinema magazines
is declining overall, falling from 743,000 to 697,000 contacts per month within a year (-6%), which roughly reflects the development of reach among young cinema-goers. Interesting: The readership figures for the two Swiss-German magazines Close-up and Film demnächst have converged. The former has grown since 2004 and now has 198,000 readers, while the latter has lost a significant 37,000 readers within a year and now reaches 221,000 readers. Live also shows a strong downward trend in French-speaking Switzerland, reaching 93,000 people, 32,000 fewer than two years ago. Avant Première remains stable at 185,000 readers. Markus Knöpfli
Of the approximately 530 cinemas in Switzerland, the cinema marketer and PubliGroup subsidiary Cinecom has a good 400 under contract. This is important to know if you look at the cinema coverage reported by Mach Basic. This is because they only apply to those cinemas that are leased from Cinecom and can therefore be reached with cinema advertising. So if Mach Basic 2006-2 shows 435,000 weekly moviegoers for the whole of Switzerland, 2000 more than six months ago, then this does not represent all moviegoers, but only those who have visited one of the Cinecom cinemas. All others are not counted in this study, which does not currently play a major role for the advertising industry. Although around 100 cinemas are not reported, some of these are not operated commercially anyway. In other cases, the operators acquire their (mostly local) advertising themselves. However, as there still seems to be a cautious "get rid of Cinecom" movement among cinema operators (Werbewoche reported on this), the marketer already has six fewer cinemas under contract this year than a year ago. This is hardly reflected in the current Mach Basic figures, as the majority of the survey period was still 2005. In future, however, depending on the development of the critical attitude towards Cinecom among cinema owners, it may be necessary to examine the figures more closely.
For the time being, however, it can be said that the reach of Cinecom cinemas generally remains stable at 22.62 million admissions. No significant increases or losses can be seen anywhere. After all, Cinecom reached 104,000 more moviegoers in the entire survey period than in Mach Basic 2006-1, but also 884,000 fewer than a year ago.
Cinema admissions in German-speaking Switzerland have eroded the most, falling 24,000 below the 2005 figure and 27,000 below the 2004 peak. The situation is different in French-speaking Switzerland, where cinema admissions are rising again slightly and cushioning the losses in German-speaking Switzerland somewhat, but here too they are still below the 2004 figure.
The figures show one thing once again: the proportion of young moviegoers continues to fall. In total, 14 to 34-year-olds still make up 51% of visitors to Cinecom cinemas, whereas a year ago their share was still around
4 percentage points higher. In French-speaking Switzerland, their share fell below 50% for the first time, to 46%.
However, the proportion of young moviegoers has fallen particularly sharply in Bern: within a year, it has dropped from 64% to 54%. The situation is similar in Basel: a year ago, young people accounted for 54% of moviegoers there, but now it is 9 percentage points lower. Zurich, Geneva and Lausanne are also below the 50 percent mark. In contrast, the St.Gallen/Schaffhausen pool was able to gain young child visitors, probably primarily thanks to the still young multiplex cinemas in both cities.
Cinema magazines are also erodingThe reach of free cinema magazines
is declining overall, falling from 743,000 to 697,000 contacts per month within a year (-6%), which roughly reflects the development of reach among young cinema-goers. Interesting: The readership figures for the two Swiss-German magazines Close-up and Film demnächst have converged. The former has grown since 2004 and now has 198,000 readers, while the latter has lost a significant 37,000 readers within a year and now reaches 221,000 readers. Live also shows a strong downward trend in French-speaking Switzerland, reaching 93,000 people, 32,000 fewer than two years ago. Avant Première remains stable at 185,000 readers. Markus Knöpfli
