1. UK Film Ad/Pub Spends
9th November 2012

2. COMPETITIVE SPEND 2011

3. Total Ad/Pub Spend By Distributor 2011
+37%
+43%
+8%
-5%
+18%
+52%
Wide
Releases 19 22 19 15 14 10 £m
Ad/Pub Spend
Universal : Bridesmaids, Johnny English, Fast Five, Paul, Hop, One Day 2010: Despicable Me, Nanny McPhee, Robin Hood, Kick Ass, It’s Complicated
Paramount – 2011: Transformers DOTM, Kung Fu Panda 2, Tin Tin, Thor, Puss In Boots, MI:4 2010: Shrek 4, Little Fockers, Megamind, Shutter Island
Warner – 2011: Harry Potter Pt2, Hangover 2, Sherlock Holmes 2, Horrible Bosses, 2010: Harry Potter Pt1, Inception, SATC2, Clash Of The Titans
Fox – 2011: Planet Of Apes, X Men 1st Class, Black Swan, Alvin & Chipmunks, Rio, 2010: A Team, Knight & Day, Narnia, Gullivers Travels
Sony – 2011: Arthur Xmas, Smurfs, Girl With Dragon Tattoo, Bad Teacher, 2010: Karate Kid, Social Network, Other Guys, Grown Ups
Disney – 2011: Pirates 4, Rapunzel, Cars 2, Lion King 3D, 2010: Toy Story 3, Alice In Wonderland, Princess & Frog, Tron
Source: Nielsen Media Research 2011 / OMD Estimates

4. Average Ad/Pub By Distributor 2011
Total
Films
Av Ad/Pub
Av Media
£46.4m 19
£2.44m
£1.71m
£34.2m 15
£2.28m
£1.60m
£43.0m
£2.26m
£1.58m
£45.8m 22
£2.08m
£1.46m
£28.9m 14
£2.06m
£1.44m
£12.4m 10
£1.24m
£0.87m
Universal : Bridesmaids, Johnny English, Fast Five, Paul, Hop, One Day 2010: Despicable Me, Nanny McPhee, Robin Hood, Kick Ass, It’s Complicated
Paramount – 2011: Transformers DOTM, Kung Fu Panda 2, Tin Tin, Thor, Puss In Boots, MI:4 2010: Shrek 4, Little Fockers, Megamind, Shutter Island
Warner – 2011: Harry Potter Pt2, Hangover 2, Sherlock Holmes 2, Horrible Bosses, 2010: Harry Potter Pt1, Inception, SATC2, Clash Of The Titans
Fox – 2011: Planet Of Apes, X Men 1st Class, Black Swan, Alvin & Chipmunks, Rio, 2010: A Team, Knight & Day, Narnia, Gullivers Travels
Sony – 2011: Arthur Xmas, Smurfs, Girl With Dragon Tattoo, Bad Teacher, 2010: Karate Kid, Social Network, Other Guys, Grown Ups
Disney – 2011: Pirates 4, Rapunzel, Cars 2, Lion King 3D, 2010: Toy Story 3, Alice In Wonderland, Princess & Frog, Tron
Source: Nielsen Media Research 2011 / OMD Estimates

5. The Biggest Spenders Of 2011
Here Comes The Boom
The Biggest Spenders Of 2011
Ad/Pub
£6.0m
£5.9m
£4.9m
£4.8m
£4.4m
£4.4m
£4.1m
Media
£4.2m
£4.1m
£2.5m
£3.4m
£3.1m
£3.1m
£2.9m
22 films over £2.85m (£2m+ media spend) versus only 16 in 2010 and 12 in 2009
£15.1m
£73.1m
£21.0m
£28.1m
£6.2m
£16.5m
£6.2m
Source: Nielsen Media Research 2011 / OMD Estimates

6. Universal Pictures Top spending releases 2011 A/P £4.4m £3.8m £3.8m
Media
£6.2m
£7.8m
£20.7m
£18.5m
£14.3m
£23.0m
£4.6m
£2.0m
71%
49%
18%
20%
22%
12%
59%
107%
Source: Nielsen Media Research 2011 / OMD Estimates

7. Paramount Pictures Top spending releases 2011 A/P £4.8m £4.4m £3.9m
Media
£28.1m
£16.5m
£16.9m
£15.6m
£7.1m
£9.5m
£14.0m
£18.1m
17%
27%
23%
24%
44%
32%
21%
15%
Source: Nielsen Media Research 2011 / OMD Estimates

8. Warner Brothers Top spending releases 2011 A/P £5.9m £4.1m £3.8m £2.9m
Media
£73.1m
£6.2m
£26.3m
£32.8m
£5.8m
£7.4m
£9.0m
£5.5m 8%
66%
14% 9%
49%
38%
27%
44%
Source: Nielsen Media Research 2011 / OMD Estimates

9. 20th Century Fox Top spending releases 2011 A/P £6.0m £3.7m £3.4m
Media
£15.1m
£20.8m
£13.7m
£15.5m
£8.7m
£16.5m
£5.6m
£3.9m
40%
18%
25%
18%
30%
16%
31%
34%
Source: Nielsen Media Research 2011 / OMD Estimates

10. Sony Pictures Top spending releases 2011 A/P £4.9m £4.0m £3.0m £2.1m
Media
£1.3m
£21.0m
£12.3m
£17.3m
£5.8m
£5.7m
£4.8m
£7.8m
£0.9m
£6.4m
23%
32%
17%
36%
42%
40%
23%
200%
27%
Source: Nielsen Media Research 2011 / OMD

11. Disney Top spending releases 2011 £2.9m £2.1m £1.8m £1.8m £1.4m £965k
A/P
£2.0m
£1.5m
£1.3m
£1.3m
£1.0m
£675k
Media
£12.4m
£32.9m
£4.6m
£15.6m
£20.5m
£1.8m
23% 6%
40%
11% 7%
53%
Source: Nielsen Media Research 2011 / OMD Estimates

12. £20m+ Box Office Performers
Ad/Pub Spends
Average = £3.65m
Average 3.65
Source: Nielsen Media Research 2011 / OMD Estimates

13. £10m-£20m Box Office Performers
Ad/Pub Spends
Average = £3.30m
Average 3.30
Source: Nielsen Media Research 2011 / OMD Estimates

14. £5m-£10m Box Office Performers
Ad/Pub Spends
Average = £2.25m
Average 2.25
Source: Nielsen Media Research 2011 / OMD Estimates

15. Summertime’s Blue Smurfs vs Cars 2 & Kung Fu Panda 2 Box Office:
Opening:
£6.2m
£3.8m
£3.6m
Ad/Pub:
£3.9m
£3.0m
£1.8m
Source: Nielsen Media Research 2011 / OMD Estimates

16. COMPETITIVE SPEND 2012

17. £20m+ Box Office Performers
Ad/Pub Spends
Average = £3.56m
Average 3.56
Source: Nielsen Media Research 2011 / OMD Estimates

18. £10m-20m Box Office Performers
Ad/Pub Spends
Average = £2.58m
Average 2.58
Source: Nielsen Media Research 2011 / OMD Estimates

19. £5m-£10m Box Office Performers
Ad/Pub Spends
Average = £2.28m
Average 2.28
Source: Nielsen Media Research 2011 / OMD Estimates

20. Summary
Over last 2 years Universal have invested heavily in their films, certainly more than the rest of the sector
Disney show continued pattern of under spending on Ad/Pub versus the rest of the market
Sony seem to sit in the middle of the market although figures are marginally higher
Strong correlation between box office and ad/pub budgets with box office successes tending to have significant spends
Very consistent between 2011 and 2012 except for drop in spend amongst the £10m-£20m titles
However, there are a number of examples of distributors overspending on titles where films have only done £5-£10m
Particularly Universal and Warner Bros
Average 2.09