Cannes Lions Entries Up 12.5% This Year

Cyber Lion Submissions Surge 32%; TV Commercials Down 2.7%

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NEW YORK ( -- Entries for this year's Cannes Lions International Advertising Festival rose 12.5%, thanks partly to the nontraditional categories, while commercials, once the core of the awards and still the theme of the grand finale gala that closes the weeklong June festival, fell 2.7% in entries this year.
The U.S. has the most entries in the TV commercial category; Brazil leads in press and poster submissions.
The U.S. has the most entries in the TV commercial category; Brazil leads in press and poster submissions.

Promo Lions
The new Promo Lions for sales promotion drew 622 entries, while Media Lions and Cyber Lions both took off this year. Media Lions entries are up by 36.2% to 1,466 entries, and Cyber Lions grew 32% to 2,502 entries. Press, by far the biggest category, is up 10.3% to 7,387 entries, and the second-largest contest, for outdoor, is up 13.2% to 5,282 submissions. Commercials entries make up 4,860 of the 24,862 total entries this year.

Groundbreaking work
The Titanium Lions, a category that is meant to reward groundbreaking work but has been a little hard for entrants to figure out, grew to 202 entries from 133, a 52% increase.

Several categories have not fared well. Lions Direct suffered the biggest drop, with direct-marketing entries falling 6.5% to 1,509. And radio, in its second year, saw entries grow by just 1.2% to 1,032, perhaps because of difficulty coming up with English-language scripts for the spots.

The U.S., as always, has by far the most entries at Cannes -- 3,384, or close to 15% of all entries -- followed by Brazil, with 2,537, and the U.K., at 1,959.

U.S. vs. Brazil
Each country plays to its strengths. The U.S., with bigger TV production budgets than most countries, is one of the few to have more entries in film than any other category, with 1,123 film entries, almost twice as many as for press (662) or cyber (600). The Brazilians count on press and poster, and have more entries in both of those categories -- 1,055 for press and 703 for outdoor -- than any other country. The U.K.'s submissions are more evenly spread, with between 300 and 400 entries each for film, press, outdoor and cyber.

In general, 2006 has been a good year for awards shows. The U.K.'s most prestigious awards, D&AD, held last week in London, reported numbers were "definitely up" this year from 24,000 entries in 2005, although D&AD wouldn't give specific figures. In the U.S., the recent One Show wasn't far behind, with 17,000 entries this year.
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