National CineMedia (NCM) Launches New Offerings to Transform Cinema into a Modern, Full-Funnel Media Solution - Seite 2

NCM today released the findings of its second attention study. Conducted by Lumen Technologies in October 2023, the study reaffirmed cinema as the number one ad-supported video platform for attention and provided new insights. Using eye-tracking technology to measure second-by-second viewing of ads, the study examined fourteen categories, a variety of ad lengths, and an expanded list of media competitors encompassing premium AVOD, FAST nets, podcasts, social media, digital platforms, desktop, and mobile devices.

Key findings include:

• Cinema ranks as #1 in attention, surpassing premium video platforms including linear (sports), digital premium video, and premium podcasts, with an expanded competitive edge (3x-6x) when compared to FAST nets and premium AVOD
  • Attention scores remain high across key demos (A18-34, A18-49, A25-54) and all ad lengths, and prove consistent across blockbusters (Black Panther: Wakanda Forever) and smaller indie movie gems (The Creator and Dumb Money)
  • Cinema's attention advantage shows diverse consumers pay 3x-4x attention versus competitive norms
• Cinema shows a significant advantage in categories such as automotive, pharma, and insurance – all high-value, complex products/services that often require consumer education and trust-building
• Year-over-year growth of +17% in average seconds viewed in cinema, with an average of 25.5 seconds of viewing a :30 ad in cinema

Supported by the new study results, NCM is providing industry-first attention rating guarantees for select clients in their upfront deals through a partnership with Adelaide, the attention measurement leader. This new guarantee lets advertisers transact against the attention metric with Adelaide providing attention ratings versus norms, allowing an apples-to-apples quality comparison across premium video platforms. Notably, the Adelaide attention unit ratings analysis has already shown that cinema campaigns rank in the top 5% of all media.

Guaranteeing Business Outcomes in Cinema

NCM is doubling down on their ability to deliver hard to reach audiences and will now be guaranteeing business outcomes such as advanced audience, sales lift, and increased foot traffic to select clients. In collaboration with various attribution partners, NCM conducted extensive testing throughout the fourth quarter of 2023 which revealed that brands across retail, QSR, and automotive sectors can effectively reach holiday shoppers through cinema advertising. Across these categories, cinema ads led to double-digit increases in critical business metrics such as consideration, foot traffic, and sales lift.