Screenvision Extends Relationship With Nielsen, Supporting Upfront Strategy Of Providing Demo Guarantees To Advertisers
NEW STRATEGY GENERATES STRING OF UPFRONT COMMITMENTS WITH MAJOR AGENCIES AND BRANDS INCLUDING CONAGRA FOODS
NEW YORK, Oct. 29, 2013 /PRNewswire/ -- Screenvision, a national cinema advertising leader, today announced an extension of its relationship with Nielsen.Nielsen provides the measurement to support Screenvision's industry-first 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. 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, Inc. (NYSE: CAG), North America's largest packaged foods company.
Screenvision's strategic use of Nielsen's Cinema Audience Measurement (CAM), enables them to provide agencies and brands audience demo guarantees, such as 18-49 year-olds. In the fourth quarter of 2013, Nielsen will be enhancing CAM by transitioning to online moviegoer demographic surveys, resulting in larger samples 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," adds Jim Tricarico, Chief Revenue Officer of Screenvision, who recently joined the company after 12 years heading ad sales at Nickelodeon.
"We are committed to providing the best possible audience measurement tools in the market, and our renewal with Screenvision deepens an already strong relationship," said Paul Lindstrom, Senior Vice President, Nielsen. "For the first time ever, Nielsen is providing demographics in Screenvision's post campaign reports to prove to advertisers that they hit the targets they paid for in the Upfront."
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. ConAgra's brands include Banquet®, Chef Boyardee®, Egg Beaters®, Healthy Choice®, Hebrew National®, Hunt's®, Marie Callender's®, Orville Redenbacher's®, PAM®, Peter Pan®, Reddi-wip®, Slim Jim®, Snack Pack® and others.
"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," stated Fernando Arriola, Vice President, Media and Integration for ConAgra. "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."
Screenvision's Tricarico added: "These commitments are yet another huge validation for our new approach – one that revolutionizes cinema advertising by fully aligning it with the TV and Video buying process, by offering not only demo guarantees, but seasonal pricing, show-parting and greater creative flexibility. We think this new approach and flexibility will help advertisers better connect with the increasing number of consumers within the fragmented broadcast and cable TV environment."
Another factor in the ConAgra's and that of the previously announced MAGNA GLOBAL and Taco Bell, was research proving that cinema not only delivers great scale, but the most powerful, immersive and captivating environment for video ads. "Moviegoers are drawn to see the world's greatest content, and their affinity for the experience, puts them in a highly receptive mindset, delivering unrivaled results, including 56% Ad Recall and 10:1 Ad Likeability compared to TV according to Lieberman Research," added Tricarico. Also a factor was research demonstrating cinema's powerful position as the perfect complement to any TV ad buy. When TV viewing at home and PUTS (People Using TV's) are low -- such as on weekends or in the summer – cinema viewing is up, making it the ultimate pairing to a TV ad buy. Cinema's powerful attributes, when combined with TV, delivers scalable incremental reach and delivers over 30% lift versus important purchase indicators such as Brand Recall, Intent to Buy and Brand Recommendation.
Headquartered in New York, N.Y., Screenvision is a national leader in cinema advertising, offering on-screen advertising, in-lobby promotions and integrated marketing programs to national, regional and local advertisers and providing comprehensive cinema advertising representation services to top tier theatrical exhibitors presenting the highest quality moviegoing experience. The Screenvision cinema advertising network is comprised of over 14,300 screens in 2,300+ theater locations across all 50 states and 94% of DMAs nationwide; delivering through more than 150 theatrical circuits, including 6 of the top 10 exhibitor companies. For more information: http://www.screenvision.com.
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