STRATA and National CineMedia (NCM) Bring Cinema Advertising to the Spot TV Market for the First Time
January 26 2016 - 9:30AM
Business Wire
-- NCM’s FirstLook Pre-Show Inventory Now
Available Alongside Local TV Buys Through STRATA’s Systems
--
STRATA, the leader in media buying and selling software,
announced today it has partnered with National CineMedia (NCM),
America’s Movie Network, to allow agencies to buy cinema
advertising in the Spot marketplace for the first time. NCM’s
premium FirstLook pre-show inventory is now available to STRATA’s
client base of over a thousand agencies.
The initial launch will allow NCM to be planned, purchased, and
billed through STRATA in the top 25 Designated Market Areas (DMAs),
with NCM’s full national network of 20,050 movie screens in 1,600
theaters in 187 DMAs expected to be available in the system by
mid-year. Following a record year at the box office and record
ratings for NCM, FirstLook is one of the top Prime-Time shows in
the U.S. every week, translating to a Nielsen rating of over 7.0
for adults 18 to 49. NCM has also declared its movie theaters to be
“politics-free zones,” making it an especially attractive option
for brands in an election year.
“NCM is a new affiliate entering the $75 billion Spot
marketplace with the often #1 rated show in Prime-Time, no
political advertising, no pre-emptions and no premiums,” said Cliff
Marks, NCM’s President of Sales and Marketing. “Our network offers
the best video content from Hollywood with the most highly-engaged
audience around — all at a cost competitive with premium Prime-Time
TV programming like sports and other live events. Being able to buy
both TV and cinema locally through STRATA is the perfect way for
buyers to extend the reach of any advertising campaign while also
maximizing message recall and likeability. It’s a great combination
that we hope will help make their job a little bit easier.”
Total NCM impressions in the STRATA system will be estimated
based on a combination of historical box office trends, individual
theater attendance projections and film-specific box office
projections. Demographic comp estimates are applied on national
Nielsen demos, and ratings are based on standard TV Universes.
Nielsen Posts are created for all NCM National and Spot buys.
“Reaching highly engaged audiences in movie theaters, with the
ability to create customized and localized ad campaigns in any
major market, is a critical function for advertisers as the media
marketplace continues to fragment,” said Judd Rubin, Vice President
at STRATA. “NCM is measured by Nielsen and ratings are based on
standard TV universes, offering our agencies an easy way to reach
local movie audiences alongside local Spot TV buys through our
software. This is a natural and exciting partnership for STRATA and
our agencies.”
About STRATA
The solutions that STRATA provides empowers clients to buy and
sell all media types including cable, broadcast, newspaper, radio,
outdoor and digital advertising mediums. On average, over $50
Billion in advertising dollars flow through STRATA systems per
year. As the system of choice for over 1,000 agencies in the United
States, STRATA provides media technology that enables organizations
to lead rather than react to industry developments. By transforming
the way advertisements are placed and tracked, STRATA adds a new
level of transparency to campaigns that is necessary in the
ever-evolving media world. www.gotostrata.com
About National CineMedia (NCM)
National CineMedia (NCM) is America’s Movie Network. As the #1
weekend network in the U.S., NCM helps brands get in front of the
movies that shape the national conversation. More than 700 million
moviegoers annually attend theaters that are currently under
contract to present NCM’s FirstLook pre-show in over 40 leading
national and regional theater circuits including AMC Entertainment
Inc. (NYSE:AMC), Cinemark Holdings, Inc. (NYSE:CNK) and Regal
Entertainment Group (NYSE: RGC). NCM’s cinema advertising network
offers broad reach and unparalleled audience engagement with
approximately 20,050 screens in approximately 1,600 theaters in 187
Designated Market Areas® (49 of the top 50). NCM Digital goes
beyond the big screen, extending in-theater campaigns into online
and mobile marketing programs to reach entertainment audiences.
National CineMedia, Inc. (NASDAQ:NCMI) owns a 44% interest in, and
is the managing member of National CineMedia, LLC. For more
information, visit www.ncm.com.
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version on businesswire.com: http://www.businesswire.com/news/home/20160126005594/en/
STRATAJ.D. Miller,
312-222-1555jmiller@stratag.comorNational CineMedia (NCM)Amy
Jane Finnerty, 212-931-8117amy.finnerty@ncm.comorLeslie Obletz,
212-931-8119leslie.obletz@ncm.com
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