MACH Cinema - cinema campaigns and target group analysis
With the newly published MACH Cinema study by WEMF for advertising media research, it is now possible for the first time to draw detailed conclusions about seasonal reach and plan movie theater campaigns with greater precision. In addition, the study includes, for the first time, data on genre preferences for feature films, enabling target audience analyses of movie theatergoers based on these preferences.
With MACH Cinema, WEMF provides the advertising industry with a tool that can be used to plan cinema campaigns more precisely. In addition to the attendance figures for an average week, the annual publication now also includes the attendance figures for each cinema week. The new moviegoer research within the MACH research system thus does justice to the seasonal medium of cinema with a planning tool that is also seasonal. In this way, attendance figures can be taken into account and target groups analyzed according to the film genres that can be booked at Publicitas Cinecom.
Another new feature is the linking of survey data and data from the ticket sales statistics, which creates a new currency. By linking survey data from the WEMF baseline survey with ticket sales statistics from the industry association Pro Cinema, a new and valid currency is created with the individual reach per cinema week and pool. The development of this new approach to moviegoer research was made possible by WEMF's collaboration with Publicitas Cinecom and Pro Cinema.
The new MACH Cinema is published in two editions: While MACH Cinema Basic publishes all target groups of MACH Basic as well as the values of the Cinecom cinema pools, MACH Cinema Consumer contains all target groups of MACH Consumer in addition to the values of the Cinecom cinema pools. For today's publication, the MACH Consumer target groups have been expanded to include additional cinema data. Among other things, it is now possible to analyze the genre preferences of the Swiss for cinema films.
Evaluations of the new performance data are possible in WEMF's online tool "MACH Online" as well as by means of Publicitas' "Vergo" program, which is also accessible online, and by means of Kallysoft Informatik's offline software MMWwin. At the same time, the MACH Cinema brochure and the offline evaluation program can be obtained from WEMF.
Another new feature is the linking of survey data and data from the ticket sales statistics, which creates a new currency. By linking survey data from the WEMF baseline survey with ticket sales statistics from the industry association Pro Cinema, a new and valid currency is created with the individual reach per cinema week and pool. The development of this new approach to moviegoer research was made possible by WEMF's collaboration with Publicitas Cinecom and Pro Cinema.
The new MACH Cinema is published in two editions: While MACH Cinema Basic publishes all target groups of MACH Basic as well as the values of the Cinecom cinema pools, MACH Cinema Consumer contains all target groups of MACH Consumer in addition to the values of the Cinecom cinema pools. For today's publication, the MACH Consumer target groups have been expanded to include additional cinema data. Among other things, it is now possible to analyze the genre preferences of the Swiss for cinema films.
Evaluations of the new performance data are possible in WEMF's online tool "MACH Online" as well as by means of Publicitas' "Vergo" program, which is also accessible online, and by means of Kallysoft Informatik's offline software MMWwin. At the same time, the MACH Cinema brochure and the offline evaluation program can be obtained from WEMF.
