Overall, the ad market shrunk by 2.6% in 2001, according to the figures released by the Advertising Association, the first fall in nine years.
However, the growth of cinema audiences, attracted by blockbusters such as 'Harry Potter and the Philosopher's Stone' and 'Lord of the Rings', has seen a revival in cinema advertising. Cinema ad sales totalled £128m in 2000 and, in 1996, the medium was worth just £73m.
The trend looks set to continue this year, with cinema ticket sales looking as though they will top those of 2001 -- a year in which sales hit a 30-year high. 'Star Wars: Episode II: Attack of the Clones' has already arrived and is to be followed by 'Spider-Man', which is already a Stateside hit, the new Steven Spielberg and Tom Cruise film 'Minority Report', while the second 'Lord of the Rings' movie is set for release towards the end of the year.
Home-grown British movies 'Bend it like Beckham' and 'About a Boy' are also performing very well.
Direct mail continued its unstoppable rise, with spend on the medium growing by 9% to £2.2bn. Radio and television, however, suffered badly from the downturn, falling by 9% and 10.7% respectively. Press advertising was down by 1% to £8.5bn in 2001.
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