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National CineMedia (NCM) today announced the launch of one of the largest data-driven technology platforms for moviegoers, NCMx™. The new data, insights, and analytics platform uses the company’s comprehensive knowledge and extensive data about moviegoer behavior to connect brands with custom audiences in theaters as well as on digital screens before and after attending movies. The announcement was made today by Scott Felenstein, NCM’s president, sales, marketing and partnerships, during the company’s upfront presentation for advertisers in New York City.
With moviegoers frequenting theaters regularly in numbers that exceed the highest-rated TV programming, marketers can now leverage NCM to execute advanced audience-matching against key geographic, behavioral and contextual targets on the big screen, as well as use the NCMx capabilities to retarget moviegoers with digital ads and mobile offers. NCM provides marketers access to one of the largest collections of deterministic moviegoer data in the industry. With over 274 million data records, NCMx gives brands a 360-degree view of recent consumer behavior with performance metrics to refine campaign plans and generate a better return on their advertising investment. Neustar, Catalina, Affinity Solutions, PlaceIQ and ElementalTV are partners in the new NCMx targeting and attribution technology platform.
Nearly one out of every two adults who visited a movie theater in the fourth quarter of 2021 and the first quarter of 2022 were 18-34-year-olds, and 79% of moviegoers attending an NCM theater are under the age of 39. “Declining audiences on linear TV and the extensive cord-cutting driving streaming, especially among ad-skipping, younger audiences, has forced clients to look for alternative options. Movie theaters continue to attract and capture the undivided attention of this highly desirable 18-34-year-old audience en masse. With NCMx, cinema is now more targetable, measurable and accountable than ever before, offering brands highly customized, hard-to-reach audience segments with clear business outcomes,” said Felenstein.