CAC Contracts IMMI to Do Screen Research

The Cinema Advertising Council has retained Integrated Media Measurement to conduct proprietary research on behalf of its members (Screenvision and National CineMedia) that represent 82 percent of all U.S. movie screens.

As part of the agreement, IMMI will use its cell-phone based methodology to measure over an eight-week period the impact of advertising in movie theaters compared to other electronic media. The study, announced Monday (July 21), is expected to be completed in September.

IMMI’s research will be based on a sample of 3,000 respondents in New York, Los Angeles, Chicago, Denver, Houston and Miami. To collect data, IMMI gives respondents a cell phone equipped with software that uses pattern matching to track media exposure.

Preliminary data showed that 81 percent of moviegoers who watch cinema advertising pre-shows are TV ad-avoiders.