National CineMedia and Screenvision Media announced that their cinema audience data will now be integrated into the Nielsen All Minute Respondent Level Data feed for the first time. The People Platform, a cloud-based mobile and location technology company, which is an industry leading measurement partner, will manage the AMRLD feed integration.
Media buying agencies will now be able to easily input cinema data provided within the AMRLD feed into their own unique measurement and analytics tools, thereby providing a more comprehensive understanding of the premium video ecosystem.
The additional respondent-level data from both companies will enable brands to measure and track KPIs across critical metrics such as audience, attention and attribution, providing an omnichannel view that now includes cinema.
"With our inclusion into the AMRLD feed, decision makers can now evaluate cinema alongside other channels within the premium video marketplace. We are thrilled to see NCM's ongoing investments in data and measurement through NCMx further solidified by this industry collaboration with Nielsen and The People Platform," said NCM chief revenue officer Mike Rosen.
Christine Martino, chief revenue officer at Screenvision Media said, "With this integration, our agency partners gain valuable access to data that enables them to compare cinema's effectiveness, which we've long recognized, to other mediums. Cinema consistently stands out as the premier platform for storytelling, delivering the most attentive audience in media.
“And, as cinema continues to evolve as a dynamic advertising platform, we remain steadfast in our commitment to driving measured impact for brands and cementing its essential role in today's diverse media ecosystem."