Adspace Cinema Lobby Network will be 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, owner of the nation’s largest digital place-based (DPB) network in malls, entered into a joint selling agreement with National CineMedia (NCM) 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 percent of the nation.
The report indicated that the 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," said Bill Ketcham, Executive Vice President/CMO of Adspace. "Our analysis shows that the two networks in combination reach 30 million millennials in four weeks, or 42.1 percent 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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