National CineMedia has signed a long-term data licensing agreement with Movio and is the first licensed user for the Movio Media market research platform, which, the company says, provides unique insights into U.S. moviegoers’ behavior.
Movio Media aggregates real-time transactional and behavioral movie-going data to provide the film industry with comprehensive market data, crucial audience insights and innovative campaign solutions. Based on over 19 million avid moviegoers represented within Movio Media, the Movio data sciences team profiled the largest sample of a typical U.S. movie-going audience according to standard industry demographic profiles to create what it says is the largest real-time film market research platform in the United States.
The newly released iteration of the Movio Media platform will allow for enhanced audience analysis across NCM’s national theater audience that views the FirstLook pre-show. NCM’s network is the largest in-theater network in the U.S. with approximately 20,150 movie screens in approximately 1,600 theaters — enabling NCM to work more closely with its clients to better target cinema audiences and provide more analytics about advertising campaigns.
“As the media industry becomes increasingly data-driven, NCM is changing the dynamics of reaching cinema audiences through better data,” said Cliff Marks, president of sales and marketing with NCM. “With this new relationship with Movio and their Movio Media data platform, we can now fuse consumer, lifestyle and brand usage data to help our advertising clients be even smarter about the way they use cinema to reach their marketing goals. It allows NCM to begin to provide media buyers with even more information about who is watching NCM’s FirstLook.”
“This agreement is a crucial milestone in Movio’s leadership role in data analytics for the film industry and recognizes our expertise in, and value to, the North American film market,” says Will Palmer, Movio’s chief executive and co-founder.
“As America’s Movie Network, NCM’s endorsement of Movio Media is a game changer for us and validates our core belief that data analytics are no longer a luxury add-on to a marketing campaign but rather the indispensable direct link to the moviegoer. This agreement validates the necessity for vital and robust behavioral and transactional data for the film industry.”
“More than 700 million moviegoers are watching NCM’s FirstLook pre-shows in North American theaters,” Palmer adds. “To be in business with such like-minded industry leaders as the talented group at NCM is a tremendous privilege.”
National CineMedia http://www.ncm.com