Mach Cinema: Detailed reach figures for cinema advertising for the first time
Publicitas Cinecom and Wemf have presented the new Mach Cinema model for cinema research. By collecting more precise figures, cinema campaigns can be better planned in future.
Publicitas Cinecom and Wemf AG für Werbemedienforschung have presented the new Mach Cinema model for cinema research. Taking into account seasonal attendance figures, it provides detailed planning values for the reach of a cinema campaign for the first time. In September 2009, the first data sets from the Mach Cinema survey will be reported together with Mach 2009-2 and integrated into the Publicitas planning tool Vergo. Othmar Fischlin, Head of Market & Media Research at Publicitas, said in a press release on Monday that this will make it easier to plan cinema campaigns.
Patrick Knecht, Head of Cinema National at Publicitas Cinecom, believes that the launch of Mach Cinema will make cinema a more attractive advertising medium. In competition with other media, cinema now offers even better data, says Knecht.
Mach Cinema is based on Pro Cinema's admission figures and collects socio-demographic, consumption-specific and psychographic content via telephone surveys. Information on all bookable cinema genres is also included in the survey so that target group analyses can be created according to these genres. "This makes seasonally adjusted planning possible for the first time," explains Marco Bernasconi, Managing Director of Wemf.
Patrick Knecht, Head of Cinema National at Publicitas Cinecom, believes that the launch of Mach Cinema will make cinema a more attractive advertising medium. In competition with other media, cinema now offers even better data, says Knecht.
Mach Cinema is based on Pro Cinema's admission figures and collects socio-demographic, consumption-specific and psychographic content via telephone surveys. Information on all bookable cinema genres is also included in the survey so that target group analyses can be created according to these genres. "This makes seasonally adjusted planning possible for the first time," explains Marco Bernasconi, Managing Director of Wemf.
