National CineMedia and Screenvision, two leading cinema ad firms, are collaborating to reintegrate their data streams into Nielsen’s Respondent Level Data (RLD) feed. This partnership, facilitated by The People Platform, aims to restore their access to Nielsen’s data feeds, which was lost early in the pandemic when Nielsen ceased including out-of-home data in its ratings. This loss came at a challenging time as movie theaters were closed, severely impacting their businesses.
Partnership and Goals
The collaboration with The People Platform is designed to make cinema audience data available to media agency buyers and planners, allowing it to be considered alongside other video options. The goal is to create a seamless and streamlined data set for agencies and brands to use, particularly those forming their own data sets, such as holding company agencies.
Industry Impact
Cinema advertising, although a smaller segment of video investments, is being promoted as a valid option through various tactics like attention measurement and guaranteeing business outcomes. The integration of cinema data into Nielsen’s RLD feed is seen as a positive move by some media agencies, providing accurate and accessible measurement that can be leveraged at scale.
Challenges and Opportunities
Despite the fluctuating nature of movie attendance, which saw a significant drop during the recent Memorial Day weekend, the cinema ad firms remain optimistic. They argue that cinema audiences, especially those under 50, offer a valuable demographic that exceeds the reach of linear TV or ad-supported streaming shows.
Conclusion
The partnership between National CineMedia, Screenvision, and The People Platform aims to enhance the visibility and viability of cinema advertising by integrating their data into Nielsen’s RLD feed, thereby appealing to media planners and buyers looking for comprehensive and accurate measurement tools.
