NCM, Captivate Lead ‘Fourth Screen’ Luminaries

NCM, the movie theater ad network, delivered 35.3 million ad exposures to moviegoing adults per month in the fourth quarter of 2009, the most of any place-based network measured in Nielsen’s new “Fourth-Screen Network Audience Report.”

The inaugural quarterly report measured 10 of the largest location-based networks in the country. It measures gross monthly digital advertising exposures. Traffic and transaction data used in the report were gathered through on-site traffic counts, third-party-reported transactions, and client-supplied transaction data that were either audited against third-party data or accompanied by affidavits of accuracy, Nielsen said. The research firm said that custom measurements were conducted to assemble demographic and qualitative data for venues appearing in the report. Those measurements consisted of either on-site interviews, online surveys, or telephone surveys.

Captivate, the network of TV screens located in elevators, ranked second with an average 31.3 million gross monthly ad exposures, according to the Nielsen report. Rounding out the top five were Zoom Fitness, the health club-based network (29.4 million); NCM competitor Screenvision (26.4 million); and Zoom Social, the bar and restaurant network (25.2 million).

In the last four months of 2009, adults 18 years or older were exposed to 237 million video ads per month in the 10 location-based video networks measured in the report, Nielsen said.

The report also compares exposures in the place-based nets to prime-time TV. For example, the report found that the C3 average audience for a prime-time broadcast TV commercial was 3 million viewers age 18-plus in October 2009. During that same period, video ad exposures to NCM’s and Screenvision’s movie theater networks combined for an average 61.7 million, meaning that it took about 20 prime-time ads to reach the same audience as a typical month-long advertising flight in both movie theater networks.

The report also indicated that there were almost 23 million gross monthly exposures to moviegoers under the age of 18 each month, making up over one-quarter of the total audience for in-theater films.

Nielsen svp Terrie Brennan said the report offers buyers and sellers “a single source to evaluate digital place-based advertising networks in reaching key age and sex demographics, and compare these to other video sources such as TV.”

Other place-based networks measured in the report were AMI (bars and restaurants), The Hotel Networks, GSTV (gas stations), IndoorDirect (restaurants) and RMG Fitness (health clubs).

Nielsen said that other networks might be added in future reports if they are actively measured.