Screenvision extends relationship with Nielsen
Leading cinema-advertising company Screenvision has extended its relationship with Nielsen, which provides the measurement to support Screenvision’s strategy of providing demo guarantees to Upfront advertisers.
Screenvision is the only cinema-advertising company posting their audience delivery utilizing Nielsen’s Cinema Audience Measurement (CAM). Screenvision’s new approach has yielded Upfront commitments from major agencies and brands, including Taco Bell, Magna Global, and a new deal with ConAgra Foods, North America’s largest packaged foods company.
In the fourth quarter of 2013, Nielsen will be enhancing CAM by transitioning to online moviegoer demographic surveys, resulting in larger sample sizes, more specific demographic data and quicker data delivery.
“Furthering our video-agnostic approach for cinema, providing our clients and agencies with weekly Nielsen data along with audience guarantees, gives them compatible tools they need to consider an in-cinema buy as they would network or cable,” stated Jim Tricarico, chief revenue officer at Screenvision.
ConAgra’s new multi-million-dollar, multi-brand Upfront commitment will support campaigns to run in Screenvision’s national network—including over 14,300 screens in 2,300+ theaters across all 50 states and 94% of DMAs nationwide—through spring 2014.
“We used to talk about three screens—TV, computer and mobile—but Screenvision is now providing us with a fourth screen to reach consumers in a most powerful way,” said Fernando Arriola, ConAgra’s VP, media and integration. “This commitment to Screenvision will provide us with not only a forum to offset some of the shifts in viewing patterns, but the perfect complement to increase the impact of our broadcast and cable buys.”