In a push to lure high-end brands to the cinema advertising circuit, National CineMedia announced today the launch of LuxeNet, a portfolio of 130 of its premium movie theaters in high-income areas of key U.S. cities. According to Nielsen data, NCM is the country’s most prominent cinema advertising group, reaching an estimated 750 million moviegoers annually across more than 1,700 total theaters. Operated by NCM’s partners including AMC, Cinemark and Regal Entertainment Group, the LuxeNet set of theaters will feature everything from luxury seating to dine-in and bar options, and largely skewed to court a wealthier clientele who may be more inclined to drop some serious cash on pricey products. With the average household income for an NCM patron clocking in at $85,400—nearly $20,000 more than that of the average primetime television viewer—the company and its advertisers are able to tap into two coveted, increasingly critical targets: HNWs (High Net Worth individuals) and HENRYs (High-Earners-Not-Rich-Yet). In addition, NCM data shows approximately 70 percent of their audience members go shopping either before or after a movie. “There are a lot of high-end brands that look for high-end audiences. We wanted to create something specifically for them,” says NCM’s chief revenue officer Scott Felenstein, who helped engineer the LuxeNet concept over the past few months. “Once we build the audience, it gives us an opportunity to talk to brands.” Felenstein, a former... Continue reading at 'Advertising Age'
[ Advertising Age | 2019-07-24 14:06:00 UTC ]
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The growing importance of social media, coupled with the powerful wrath of Google, have shaken the once-hot world of cheap search-driven publishing. About.com recently dumped its CEO. Yahoo’s $100 million acquisition of Associated Content (now Yahoo Voices) has yielded a network of 700,000... Continue reading at AdWeek
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