Cinecom remains with Wemf

Cinema research Cinecom is having its cinema ratings surveyed by Wemf for a further two years. This was stated by Cinecom Marketing Manager Jean-Claude Bruhin on request. This means that in the fall, Wemf will also publish the reach of all Swiss cinemas as usual with the readership figures of Mach Basic. This is possible because Wemf continued to survey cinema attendance as part of its 23,500 annual Mach Basic interviews, even though the contract was terminated last year. Cinecom had been evaluating new survey methods that would also make it possible to record seasonal reach, as more and more cinema advertising customers wanted this. The fact that Cinecom, which was previously prepared to pull out, is now resorting to Wemf after all has to do with the fact that other survey methods such as Radiocontrol or Mediawatch are not yet available or have not yet been tested. In addition, Wemf has offered to additionally depict the seasonality of cinema use in the future - as far as possible - as part of the existing sample.
(mk)