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Welcome to NCM! 1 Your Audience on A m e r i c a s M o v i e N - PowerPoint PPT Presentation

Mar 13, 2023 •6 likes •276 views

Welcome to NCM! 1 Your Audience on A m e r i c a s M o v i e N e t w o r k Testimonial-Brian LaChance, Owner, The Snowman 2 2 Imagine a place where people watch your ad on 50-foot HD screens with no distractions, remotes or

  1. Welcome to NCM! 1

  2. Your Audience on A m e r i c a ’ s M o v i e N e t w o r k Testimonial-Brian LaChance, Owner, The Snowman 2 2

  3. Imagine a place where people watch your ad on 50-foot HD screens with no distractions, remotes or ad-skipping devices… Source: NCM Internal Estimates based upon Nielsen Historicals, as of March 2015 3 3

  4. NCM Offers: The Best Content The Biggest Reach The Ultimate Engagement 4

  5. The Best Content The buzz leading into the weekend; water cooler talk on Monday 5 5

  6. 2016 Blockbusters Calendar 2 3 2 Q1 2016 Q2 2016 Q3 2016 Q4 2016 6

  7. REACH Advertising at the movies: So effective, you’ll want a sequel. 7 7

  8. Everyone Loves the Movies Audience Composition % All Ratings A55+ 14.2 A35-54 28.0 A18-34 42.0 T12-17 7.3 K2-11 8.5 Source: NCM Internal Estimates based upon Nielsen Historicals, as of March 2015 8 8

  9. Reach the Right Consumers with NCM Target Your Cinema Campaign by: • Theater • Zip Code • DMA • Nationally Integrate Your Campaign with: • Lobby Products and Activations • Digital ads 9 9

  10. ENGAGEMENT Cinema: An unmatched ad environment with proven results. 10 10

  11. Who is Seeing Your Ad? (Estimated Ad Exposure) 76% 55% 50% 35% 35% 40% 25% Internet Spot TV Outdoor Radio Newspaper Internet (Streaming (1/3 Page Video Ad) Display Ad) NCM Source: 2014 Intermedia Dimensions/Media Dynamics; GfK MRI Spring 2015 , Base=A18+ Est’d Ad Exposure for NCM based upon response to survey question. Have seen in the last 6 months: Ads shown on- screen before the start of a movie, Video ads in movie theater lobbies, Or Ads on posters at movie theaters. NCM Defined as Frequent Moviegoer and attended NCM Circuit in past 12 months. 11 11

  12. Adults 18-64 in Pittsburgh are Affluent Newspaper Frequent TV Viewers Readers Moviegoers (Index) A: 18-64 (Index) (Index) $75,000+ 114 81 106 $100,000+ 123 72 105 $150,000+ 127 65 108 Source: GfK MRI Market by Market [2014]; Base = A18-64; Based on the Pittsburgh, PA DMA; 100 Index = DMA Average; Frequent Moviegoers=Attends 1+ovies/Month; Other Media Users=Quintiles I or II 12 12

  13. Frequent Moviegoers 18-64 in Pittsburgh Visit Family Restaurants Often Plus: Family Restaurants & Steak Houses: Heavy Users (5+ Frequent Moviegoers Times/Last 30 Days) 18-64 are 27% more likely to have spent $301+ at Family Restaurants and Steakhouses Frequent Moviegoers 162 in the Past 6 Months TV Viewers 88 Newspaper Readers 107 Source: GfK MRI Market by Market [2014]; Base = A18-64; Based on the Pittsburgh, PA DMA; 100 Index = DMA Average; Frequent Moviegoers=Attends 1+ovies/Month; Other Media Users=Quintiles I or II 13 13

  14. Frequent Moviegoers 18-64 in Pittsburgh are Influential When it Comes to Restaurants Category Influential Consumers are: Restaurant Category Influential Consumers • Deeply familiar with their category • Frequent recommenders across broad Frequent Moviegoers 189 social networks • Highly trusted TV Viewers 87 • Word of Mouth leaders for products and services Newspaper Readers 100 Source: GfK MRI Market by Market [2014]; Base = A18-64; Based on the Pittsburgh, PA DMA; 100 Index = DMA Average; Frequent Moviegoers=Attends 1+ovies/Month; Other Media Users=Quintiles I or II 14 14

  15. NCM Moviegoers are Influential Consumers Source: Gfk MRI Spring [2015]; Base=Adults 18+; NCM Moviegoer=Attends a Movie 1+ Times/Month & Visit AMC, Regal, or Cinemark in Past Year; 100 Index = Avg 15 15

  16. NCM Moviegoers: Gender and Marital Status Marital Status Gender Divorced/Separated 51.0% 11.0% 49.0% 54% Now Married 50.8% of movie-going is done with a spouse or significant other Never Married 35.5% Male Female NCM Moviegoers NCM Moviegoers Source: Gfk MRI Spring [2015]; Base=Adults 18+; NCM Moviegoer=Attends a Movie 1+ Times/Month & Visit AMC, Regal, or Cinemark in Past Year; 100 Index = Avg; Marketsight Jan – Oct 2015 16 16

  17. NCM Moviegoers: Occupation and Education NCM Moviegoers Index Professional, Management, or Sales/Office Occupations 122 Respondent: Highest Degree Received: Bachelor’s or Post-Graduate 122 Source: Gfk MRI Spring [2015]; Base=Adults 18+; NCM Moviegoer=Attends a Movie 1+ Times/Month & Visit AMC, Regal, or Cinemark in Past Year; 100 Index = Avg 17 17

  18. Cinema Outperforms TV Message Recall Brand Recall Likeability 16% 24% 31% 174 192 231 Index Index Index 47 54% 37% % TV NCM’s FirstLook Source: Nielsen Brand Effect; Mar '15 18 18

  19. NCM’s Cinema Accelerator uses exclusive first party data to deliver moviegoers across all personal screens 19

  20. Why Integration? = + On-Screen Digital Brand Activation Captivate moviegoers through Engage Moviegoers via NCM moviegoers are the largest, most impactful engaged further downstream Exclusive NCM Data impression on the big screen with brand advertising on their personal devices 20 20

  21. Cross-Platform: Engagement and Activation Based on data from the user profile, ads with customized content are delivered to your target on all devices. 21 21

  22. NCM Digital Reach | Cross-Platform Banners Engage with NCM moviegoers online and on-the-go with cross-platform banners that will drive moviegoers to interact with your brand. • Banner creative can promote special offer driving traffic to: − Advertiser’s website − Facebook Page YOUR AD HERE − Sweepstakes Splash Page YOUR YOUR AD • Geo-target banner ads to users by zip code AD HERE HERE • Additional targeting available with minimum spend* − Demographics YOUR AD HERE − Behavioral − Film *Minimum Spend=$15,000 22 22

  23. On-Site Promotions Reinforce your brand message in high-traffic lobby areas Lobby Promotions Fun Facts: • Moviegoers spend 12 minutes (on average) in the lobby 1 The LEN: Lobby Displays Lobby Entertainment Network • 72% of moviegoers visit the concession stand 1 and Signage • Videos ads in movie theater lobbies are effective (A18-49): 2 Additional Opportunities: ― Saw video ads in movie theater lobbies (last 30 • Tabling & Demos days): 128 Index • Exit Sampling ― Considerable interest in video ads in movie • Take-Ones theater lobbies: 130 index • Lobby Displays • …and more! • Lobby promotions, combined with an on-screen Box Office Handouts buy increases recall by an average of 9% 3 Sources: 1) Nielsen Marketsight Extra Questions Jan-Dec. ’14. 2) GfK MRI Doublebase 2014. 3) NCM Custom Tests Dec ‘07-Feb‘14 23 23

  24. • Appointment Entertainment • In a good mood, receptive • NO distractions • NO remote • NO ad-skipping devices Source: NCM Internal Estimates based upon Nielsen Historicals, as of March 2015 24 24

  25. Moviegoers spent $2.1 Trillion on automobiles and other vehicles in the last year* Audience Engagement Social Frequent Moviegoers are: NCM Automotive Ads Garner Purchase intent doubles High Engagement: More likely to have a among people seeing ads household income of: on-screen and NCM digital video Ad Recall Frequent moviegoers are more likely to search for car info online: Considerably more likely to buy a new Ad Likeability Index 116 car than other media audiences: ***Recommend vehicles they like to their friends: Index 121 Sources:*Intent to buy a new vehicle Very Likely; 100 Index = Average; GfK MRI Spring 2014; Base = A18+, Moviegoers = Attended the movies in Last 12 months; GfK MRI Doublebase [2014], Base = Adults 18+, Frequent Moviegoer=Attends 1+ Movies/Month, Other media Users defined as heavy users Quintiles I/II; NCM Automotive Intercept tests - (Oct 02 – Sep 14), RS1, Nielsen, CMRS, Market Force, eWorks, Caroll Media; Insight Express April 2013; Based on Integrated Campaign for an Automotive Advertiser; ***Agree Completely 25 25

  26. Light Up the Big Screen with Your Ad These Auto Advertisers Shined Bright 26 26

  27. Cast a Spell for Your Business: G e t O n - S c r e e n To d a y Contact: Heidi Huck P: 412.906.1343 E: Heidi.Huck@ncm.com 27

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