Adspace Cinema Lobby Network Now In Nielsen’s Place-based Video Report
Gail Chiasson, North American Editor
For the first time, the Adspace Cinema Lobby Network is being included in Nielsen’s Place-based Video Report, the quarterly industry standard for measuring audience exposures for video networks in place-based locations.
In June, Adspace Networks Inc., owner of what is believed to be the nation’s largest digital place-based network in malls, entered into a joint selling agreement with National CineMedia and Cinema Scene to create a new digital place-based network – called the Adspace Cinema Lobby Network – that includes screens in movie theater lobbies. The network consists of 1,700 movie theaters and 3,600 screens in 98% of the nation.
The report indicates that Adspace Cinema Lobby Network generated 168 million gross impressions (P12+) in June, with an average of 3.1 impressions per visitor. The Adspace Digital Mall Network has been measured by Nielsen for the past seven years and aggregated 450 million gross impressions in June. With the addition of the Adspace Cinema Lobby Network, the month of June generated a total of 618 million gross impressions across 1,900 total venues and 6,500 screens.
“The integration of cinema lobbies with malls is proving to be an excellent way to target the millennial demographic,” says Bill Ketcham, executive vice-president/chief marketing officer of Adspace. “Our analysis shows that the two networks in combination reach 30 million millennials in four weeks, or 42.1% of all A18-34 in the U.S., with an average frequency of 9.5, generating 286 million gross impressions. This is close to the reach of a Super Bowl spot, establishing Adspace Networks as a true mass medium.”
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