National CineMedia

Creating the cinema experience of the future with agile insight from richly profiled, frequent moviegoers

Enhanced movie-going experience, increased ad sales revenue and improved partner relationships

Eliminated cost of purchasing third-party data because of in-housing the insight

Proof of attribution - 17% lift in the usage of a customer’s product after pre and post test of campaign

overview

National CineMedia (NCM) provides the largest platform for advertising to movie enthusiasts – whether it be in-theater, online, mobile or social media – enabling advertisers to reach a highly qualified audience in the most engaging way.

Fast Facts

Industry:

Media & Entertainment

Role:

Customer Experience

Insights professionals

Use case:

Customer experience

Marketing effectiveness

Business Outcome:

Drive revenue growth

De-risk decisions

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Business Challenge

NCM needed insight to become the experts on movie-going fans, determine how to develop the cinema experience of the future, prove to advertising partners that this medium is worth spending their dollars on and build a stronger relationship with movie studios.

Solution

To access their hard-to-engage audience they turned to Vision Critical. Doug Pulick, SVP of Strategic Insight and Analytics, and Chris Tesoriero, Custom Research Manager, created Behind the Scenes (BTS) comprised of 5,000 frequent movie-going fans.

This audience is typically challenging to find and engage through more traditional approaches, so having fast, agile access to a group of opted-in fans who want to help build the cinema experience of the future is a big win for NCM. With a 20% response rate and 74 studies in 2018, they are able to deliver a scale of insight for product and service decisions, their ad sales team, advertising partners and studios that were never possible before.

BTS helps NCM fulfill its mission to be the connection between brands and movie audiences. They have developed expertise on the audience it sells to advertisers, gained a deeper level of insight on what new offerings can be created to satisfy moviegoers, and improved its relationship with movie studios by offering trailer testing and message optimization that they can’t get anywhere else.

NCM is now seen as the expert on movie fans. Doug, Chris, and the insight team provide agile access to a group of people who would be almost impossible to reach otherwise, making the team an invaluable resource for the business. Overall, this timely feedback helps NCM become more customer-led and improve the cinema experience for all moviegoers.

Enhanced movie-going experience, increased ad sales revenue and improved partner relationships

Eliminated cost of purchasing third-party data because of in-housing the insight

Proof of attribution - 17% lift in the usage of a customer’s product after pre and post test of campaign

There's no other way for a salesperson to get the insights we're able to obtain from the community for pitches and added value for our advertising partners.

-Chris Tesoriero, Custom Research Manager, National CineMedia

No matter what area of media you're in, everything that we're hearing from clients and agencies is about attribution or about proving out that your medium works, and it all comes back to what kind of insights and information you can provide. Having a strong research team to provide timely answers isn’t a nice to have, it's critical.

-Scott Felenstein, Executive Vice President and Chief Revenue Officer, National CineMedia

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