Case Study: National CineMedia achieves proven moviegoer purchase intent and increased ad sales with Gravy Analytics

Gravy Analytics and National CineMedia Unlock Dynamic Customer Insights with Geo-Location Data

National CineMedia (NCM), a U.S. movie-theatre advertising network reaching over 750 million patrons, needed richer audience intelligence than U.S. Census data could provide. NCM lacked per-theatre demographic and behavioral profiles and couldn’t determine whether people who saw on-screen ads actually visited the advertised brands, so it engaged Gravy Analytics and its Gravy Insights location-intelligence service.

Gravy Analytics delivered Q1–Q2 2018 insight reports for Florida and Albuquerque theaters, using its location platform to index theater visitations to surrounding ZIP-code populations and reveal real visitor behavior. Gravy Analytics found NCM moviegoers were 10x more likely to shop local, 4x more likely to be upscale shoppers, 2x more likely to visit amusement parks/concerts, visited an average of 1.42 theaters and spent 133.4 minutes per outing, and were 86% and 24% more likely to shop at Panera Bread and Best Buy respectively — insights that helped National CineMedia close deals and upsell advertisers.

National CineMedia