Val Morgan has launched a new audience measurement system that marks a “quantum leap” for cinema advertising.
CineTAM leverages transactional data at a scale well above other media measurement currencies.
It captures demographic details from movie visits made by more than 450,000 Hoyts Rewards members, combined with actual cinema ticket sales across the country.
It is a world-first system that will enhance advertising planning and buying with the most robust sample size of any medium in Australia.
Damian Keogh (pictured), Val Morgan CEO, said: “The introduction of CineTAM is nothing short of a game changer for cinema advertising in Australia. The rich audience data we now have available provides a new world of opportunity and understanding to help planners, buyers and advertisers uncover the power of cinema for their brands.”
Val Morgan has appointed Kinesis Media to consult in an advisory capacity.
Peter Cornelius, principal at Kinesis, said: “The introduction of CineTAM is a great example of how the power of data can be harnessed. It’s a unique application of actual transactional data and represents a quantum leap forward for cinema advertising. It takes cinema to a new level of accountability and transparency not previously seen.”