welcome to ncm! - · pdf filencm defined as frequent moviegoer and attended ncm circuit in...
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Testimonial-Brian LaChance, Owner, The Snowman
Your Audience on A m e r i c a ’ s M o v i e N e t w o r k
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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
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Everyone Loves the Movies
8.5
7.3
42.0
28.0
14.2
K2-11
T12-17
A18-34
A35-54
A55+
Audience Composition % All Ratings
Source: NCM Internal Estimates based upon Nielsen Historicals, as of March 2015
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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
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Who is Seeing Your Ad? (Estimated Ad Exposure)
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.
Internet (1/3 Page
Display Ad)
25%
Outdoor
35%
Newspaper
35%
Radio
40%
Spot TV
50%
Internet (Streaming Video Ad)
55%
NCM
76%
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Adults 18-64 in Pittsburgh are Affluent
A: 18-64 Frequent
Moviegoers (Index)
TV Viewers (Index)
Newspaper Readers (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
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Frequent Moviegoers 18-64 in Pittsburgh Visit Family Restaurants Often
Family Restaurants & Steak Houses: Heavy Users (5+
Times/Last 30 Days)
Frequent Moviegoers 162
TV Viewers 88
Newspaper Readers 107
Plus:
Frequent Moviegoers 18-64 are 27% more likely to have spent $301+ at Family Restaurants and Steakhouses in the Past 6 Months
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
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Frequent Moviegoers 18-64 in Pittsburgh are Influential When it Comes to Restaurants
Restaurant Category Influential Consumers
Frequent Moviegoers 189
TV Viewers 87
Newspaper Readers 100
Category Influential Consumers are:
• Deeply familiar with their category
• Frequent recommenders across broad social networks
• Highly trusted
• Word of Mouth leaders for products and services
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
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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
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NCM Moviegoers: Gender and Marital Status
49.0% 51.0%
Male Female
Gender
NCM Moviegoers
35.5%
50.8%
11.0%
Never Married
Now Married
Divorced/Separated
Marital Status
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
54% of movie-going is done with a
spouse or significant other
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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
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54%
31%
Brand Recall
174 Index
47%
24%
Message Recall
192 Index
37%
16%
Likeability
231 Index
NCM’s FirstLook TV Source: Nielsen Brand Effect; Mar '15
Cinema Outperforms TV
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NCM’s Cinema Accelerator uses exclusive first party data to deliver moviegoers across all personal screens
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On-Screen NCM moviegoers are
engaged further downstream with brand advertising on
their personal devices
+ = Why Integration?
Engage Moviegoers via Exclusive NCM Data
Digital Brand Activation Captivate moviegoers through
the largest, most impactful impression on the big screen
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Cross-Platform: Engagement and Activation
Based on data from the user profile, ads with customized content are delivered to your target on all devices.
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YOUR AD HERE
YOUR AD
HERE
YOU
R A
D
HER
E
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.
YOUR AD HERE
• Banner creative can promote special offer driving traffic to: − Advertiser’s website
− Facebook Page
− Sweepstakes Splash Page
• Geo-target banner ads to users by zip code
• Additional targeting available with minimum spend* − Demographics
− Behavioral
− Film
*Minimum Spend=$15,000
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On-Site Promotions Reinforce your brand message in high-traffic lobby areas
Box Office Handouts
Lobby Displays and Signage
The LEN: Lobby Entertainment Network
Additional Opportunities:
• Tabling & Demos • Exit Sampling • Take-Ones • Lobby Displays • …and more!
Sources: 1) Nielsen Marketsight Extra Questions Jan-Dec. ’14. 2) GfK MRI Doublebase 2014. 3) NCM Custom Tests Dec ‘07-Feb‘14
Lobby Promotions Fun Facts:
• Moviegoers spend 12 minutes (on average) in the lobby1
• 72% of moviegoers visit the concession stand1
• Videos ads in movie theater lobbies are effective (A18-49):2
― Saw video ads in movie theater lobbies (last 30 days): 128 Index
― Considerable interest in video ads in movie theater lobbies: 130 index
• Lobby promotions, combined with an on-screen buy increases recall by an average of 9%3
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• Appointment Entertainment • In a good mood, receptive • NO distractions • NO remote • NO ad-skipping devices
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Moviegoers spent $2.1 Trillion on automobiles and other vehicles in the last year*
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
Engagement
Ad Likeability
Ad Recall
NCM Automotive Ads Garner High Engagement:
Audience Frequent Moviegoers are:
More likely to have a household income of:
Considerably more likely to buy a new car than other media audiences:
Social Purchase intent doubles
among people seeing ads on-screen and NCM digital video
Frequent moviegoers are more likely to search for
car info online: Index 116
***Recommend vehicles they like to their friends:
Index 121
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Contact: Heidi Huck P: 412.906.1343
Cast a Spell for Your Business: G e t O n - S c r e e n To d a y