NEWS31 March 2022

NCM launches cinema audience tool


US – Film industry data platform National CineMedia (NCM) has launched an insights platform to allow brands to access data about cinema audiences’ behaviour.


NCMx provides users with audience-matching tools against geographic, behavioural and contextual targets.

The platform has more than 274 million data records and aims to allow advertisers to refine campaigns based on cinema audience data.

Neustar, Catalina, Affinity Solutions, PlaceIQ and ElementalTV are partners in the NCMx targeting and attribution technology platform.

Scott Felenstein, president, sales, marketing and partnerships at NCM, said: “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 theatres continue to attract and capture the undivided attention of this highly desirable 18 to 34-year-old audience en-masse.

“Cinema is now more targetable, measurable and accountable than ever before, offering brands highly-customised, hard-to-reach audience segments with clear business outcomes.”