Take Your TV Plans to the MoviesAdding Cinema to Your Media Mix Increases Reach and Engagement Presented by:
Where Does Cinema Fit in the Media Milieu? • Some ad agencies plan Cinema in the Digital Out-of-Home Group • Others place Cinema in the TV Broadcast group • And still others see Cinema in neither group • No matter where Cinema may be placed, marketers see the power of the media as Cinema Advertising has grown 28% in the past 3 years Source: CAC Marketplace Report, Audited by Miller, Kaplan, Arase & Co
Think Of Cinema As A TV Network July 2009 Prime Monthly Reach for A18-49 (000) November 2009 Prime Monthly Reach for A18-49 (000) Source: Nielsen Audience Watch 6/26-7/31/09. 10/30-11/26/09. M-Sa 8p-11p/Su 7p-11p, Live + Same Day Ratings; 30 min cum qualifier; Nielsen Cinema Audience Report July and November 2009 respectively
Fusion Has Helped Cinema Define its Media Mojo By integrating Cinema and TV’s respondent level data, along with product usage files from MRI, the media landscape suddenly spotlights a “newcomer” as viable as television Now Advertisers can find not just another media alternative to the cluttered Sight, Sound and Motion on television…but a new environment of Sight, Sound and Emotion when targeting their audience
More About Fusion… • What is Fusion? • Fusion integrates information from two separate data sets into one. • How is it done? • Fusion pairs up respondent level data by matching on similar characteristics from the two sources. • Why do it? • For improved cross-platform media evaluation against an advertiser’s campaign target. Nielsen TV Ratings Nielsen Cinema Audience Report Fusion Process: Linking common data characteristics or data “hooks” Fused database: Evaluate overlap between TV and Cinema Audience Demonstrate how Cinema’s audience uniquely enhances targeted reach
An Analysis for a Consumer Electronics Advertiser • Fusion data allows for the measurement of overall and exclusive reach generated by a television + cinema campaign down to the program level • It is then possible to take a reported television schedule and optimize both reach and cost by replacing non-incremental reach generating television units with cinema • For this example, we will compare the delivery of 2 media plans for a Consumer Electronics advertiser: • Nielsen Solutions and Audience Watch • Fusion data from March 2009 • All TV Budget = approx $15m. A18-49 • TV Schedule Includes: A&E, ABC, Adult Swim, Animal Planet, Bravo, CBS, CNN, Comedy Central, CW, Discovery Channel, Investigation Discovery, ESPN News, ESPN, Fox News Channel, Fox, History Channel. MTV, MTV2, NBC, National Geographic Channel, TBS, TLC, TNT and VH-1 • P1849 CPM for Cinema=$51 • Consumer brand schedule (total day) from Nielsen Adviews • A18-49 UE=131,970 Media Plan 2 = Network TV, Cable TV + Cinema Media Plan 1 = Network TV and Cable TV Details Behind Reallocation:
A18-49 Reach For Consumer Electronics TV Schedule P18-49 Reach (%) Source: Nielsen Solutions and Audience Watch. Fusion data from March 2009. Totally TV budget=approx $15m. A18-49 CPM for Cinema=$51. Consumer brand schedule (total day) from Nielsen Adviews. A18-49 UE=131,970
A18-49 Reach For Consumer Electronics Grows +9% When Cinema is Added P18-49 Reach (%) Source: Nielsen Solutions and Audience Watch. Fusion data from March 2009. Totally TV budget=approx $15m. A18-49 CPM for Cinema=$51. Consumer brand schedule (total day) from Nielsen Adviews. A18-49 UE=131,970
Cinema Will Furthermore Garner Exclusive Reach 8,225 P18-49 Reach (%) Additionally, the 15% reallocation example demonstrates how this advertiser would have realized a 8.2m gain in new A18-49 consumers not previously exposed to the original all TV buy Source: Nielsen Solutions and Audience Watch. Fusion data from March 2009. Totally TV budget=approx $15m. A18-49 CPM for Cinema=$51. Consumer brand schedule (total day) from Nielsen Adviews. A18-49 UE=131,970
Cinema not just sight, sound and motion… …it’s Sight, Sound and Emotion
Measuring Emotional Attachment via NewMediaMetrics NewMediaMetrics (NMM) 360° Cross Platform Study is a syndicated study that helps marketers identify consumers who are emotionally attached (EA) to consumer brands and media properties Rooted in psychological and academic principles, NMM uses EA to help predict consumer purchase and media viewing behavior Here is the EA scale A score of “0” means: This brand/medium does not resonate for you, and you are not engaged in this brand/medium. You could give up the brand/medium A score of “10” means: The brand/medium resonates for you, and you are engaged in this brand/medium. You do not want to give up the brand/medium 9 or 10=EA to brand and/or medium NMM specializes in linking a brand’s most loyal consumers with the media they most intently consume so marketers can maximize future media investments—Think of it as a type of planning tool
Emotional Attachment is Popular Among Current Marketplace Emotional Attachment Brands Media Targeted Media Buy
Consumer Electronics Brand Loyalists are Emotionally Attached to the Movies • To Be Read: A18-49 who are emotionally attached to a Consumer Electronics brand are 59% more likely to be EA to Cinema than to TV (54% vs. 34%) A18-49 Consumer Electronics EA to Media +59% vs. TV +116% vs. Print Source: NewMediaMetrics 2010. Base=Persons 18-49 (n=2,516). Print=magazine/print combined Emotional Attached = rated 9/10 on 10-point scale; Consumer brand Loyalists=EA to specific consumer electronic brand; Cinema= Watching a movie in a movie theatre.
Cinema Outperforms Top Media Properties • To Be Read: A18-49 who are emotionally attached to Consumer Electronics brand are 17% more likely to be EA to Cinema than to ABC (54% vs. 46%) • Consumer Electronics can better plan in the future and reach their target at the movies A18-49 Consumer Electronics EA to Specific Media Properties Source: NewMediaMetrics 2010. Base= P18-49 (n=2,516). Emotional Attached = rated 9/10 on 10-point scale; Consumer electronics brand loyalists=EA to specific consumer electronics brand; Cinema = Watching a movie in a movie theatre. Highest ranking TV and magazine outlets respectively
Summary • Cinema is a Nielsen measured sight, sound and motion medium that delivers mass reach on par with the nation’s largest TV networks. • Nielsen Cinema data is easily ported into such software platforms as Nielsen’s IMS or Telmar’s All Media Planner to plan cinema in conjunction with television and other media. • The addition of cinema to a television schedule allows advertisers to add incremental reach to a media plan that would otherwise be untenable via TV alone. • The immersive experience provided by the cinema environment elicits an emotional response from the viewer that is unmatched by other media. • Via new research products such as Nielsen Fusion data and NewMediaMetrics 360° Cross Platform, advertisers can quantify the significant impact of adding cinema to their existing television campaigns. • In preparation for this presentation, similar analyses were successfully conducted across multiple product categories (i.e. QSR and CPG). Inquiries for this additional data can be made through the CAC.