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Hollywood’s B-grade box office performance for 1992 didn’t turn in a banner year for Tinseltown ad agencies, either. Studio ad spending was relatively flat, up just 5% on average in all categories of media. The top 10 movie advertisers spent $316.5 million (see chart) on television – their favorite medium – for the first three quarters of 1992, according to just compiled LNA/Arbitron figures. That total was up a skimpy $8 million over outlays for the same period in 1991.
Overall, the year saw movie advertisers spend more cautiously and divvy up dollars among TV, newspaper, outdoor, radio and other media according to tried-and-true formulas.
‘It was a paranoid year because of budgetary restraints,’ said Brian Fox, who heads creative boutique B.D.
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