Welcome to NCM! 1 Your Audience on A m e r i c a s M o v i e N - - PowerPoint PPT Presentation

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Welcome to NCM!

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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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The Best

Content

The Biggest

Reach

The Ultimate

Engagement

NCM Offers:

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The Best Content

The buzz leading into the weekend; water cooler talk on Monday

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Q1 2016 Q2 2016 Q3 2016 Q4 2016

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2016 Blockbusters Calendar

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REACH

Advertising at the movies:

So effective, you’ll want a sequel.

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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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ENGAGEMENT

Cinema:

An unmatched ad environment with proven results.

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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%

• f 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

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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

YOUR AD HERE

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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Source: NCM Internal Estimates based upon Nielsen Historicals, as of March 2015

• 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

• n-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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Light Up the Big Screen with Your Ad

These Auto Advertisers Shined Bright

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Contact: Heidi Huck P: 412.906.1343 E: Heidi.Huck@ncm.com Cast a Spell for Your Business: G e t O n - S c r e e n To d a y