Movie Ad Firm National CineMedia Touts “Lights-Down” Spots Next To Feature, Says Latest ‘Spider-Man’ Drew More 18-To-34s Than Super Bowl

deadline.com:

National CineMedia told advertisers today that it can help them reach “the unreachables,” aka 18-to-34-year-olds who are drawn more to movies than to linear TV.In an upfront presentation held for an unmasked, in-person crowd at New York’s Lincoln Center, the company announced the launch of a new data platform, NCMx, which contains 274 million moviegoing records.

The aim of it is to give brands insights into consumer behavior. Throughout the 40-minute presentation, the company emphasized its position as a reach vehicle to younger, desirable consumers.Sizzle reels shown during the event at Walter Reade Theater highlighted a run of successful film releases over the past six months after the long struggle in 2020 and early 2021.

A particular standout, of course, was Spider-Man: No Way Home, which NCM says delivered more 18-to-34-year-olds in its opening weekend than did last February’s Super Bowl.After riding out the pandemic, younger moviegoers now “proudly gather, tens of millions of them every weekend, at magnificent temples built to celebrate their freedom from the couch,” Chief Revenue Officer Mike Rosen said. “The cinema is where they develop brand loyalties and make key purchase decisions.” Further, he maintained, “They don’t hate advertising.

They just want it on their terms.”Nearly one out of every two adults who visited a movie theater in the fourth quarter of 2021 and the first quarter of 2022 were between the ages of 18 and 34, the company said.