Seeking Out Youth? You Can Find It at the Movies

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Movies are where the youngsters are, according to the first results from Nielsen Cinema’s new measurement of moviegoer demographics. Media buyers predict the data on in-theater demos, especially on young males, will encourage more advertisers to tap into what is now a $300 million ad medium in the U.S.

Combined with the “Arbitron Cinema Study” conducted from July 2002 through April—which showed that younger audiences are more receptive to cinema commercials than older viewers [Adweek, May 19]—the Nielsen numbers “help dimensionalize the audience to advertisers” by providing a more complete picture of who is going to the movies, said Susan Nathan, svp, director of media knowledge at Interpublic Group’s Universal McCann in New York.

“[Cinema advertising] was slow to grow because of perceived resistance by consumers,” Nathan said.



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