Nielsen Heads To The Movies

The justification for in-theater buys has mostly come from theater chains’ audience estimates, cinema-ad rep firms or common sense—kids go to the movies, so advertisers should, too. This week, it gets more scientific, as Nielsen Cinema, Screenvision and Interactive Market Systems provide reach and frequency information on moviegoers for the first time.

Paul Lindstrom, svp of Nielsen Cinema, New York (owned, like IMS, by Adweek parent VNU), said the service, CinemaCume, combines Nielsen EDI box-office results and Nielsen Media Research survey results of 500-600 previous-week moviegoers.