The UK cinema advertising company Digital Cinema Media has launched its first Cinema TVRs report on the Mediatel Connected AV app to align its measurement with other media channels.
DCM worked with PwC to convert cinema measurements like box office millions and cinema admissions to the more universally recognized TV ratings to build on work that began before the COVID-19 pandemic.
Going forward, the data will be included in quarterly reports along with forecasts for major upcoming film releases where information can be filtered by genre and demographics, identify audience with the highest TVRs and find industry rate-card prices.
There will also be a UK film calendar, latest cinema news and additional DCM resources available on the Connected AV app.
Digital Cinema Media CEO Karen Stacey said, “We are moving ourselves from this nice-to-have medium to a place where people can really understand the contribution cinema can make in a media schedule. Event movies should be the cornerstones you build your schedule on, so we have evolved the reporting of cinema’s biggest cultural moments into simpler terms with real, robust data.”
Rob Laurence, head of Mediatel Connected called this cinema TVR data “game-changing”.
He added, “We are really excited to announce our new partnership with Digital Cinema Media, supporting their efforts to ensure the cinema medium is delivering transparent and trusted metrics that are comparable with other AV media metrics.”