A D*V I E W S
CINEMA MEDIA TYPE
NOVEMBER 2013
AD*VIEWS: CINEMA MEDIA TYPE
CINEMA MEDIA TYPE
Effective November 11, 2013, when National is selected in Available Markets,
National Cinema and Regional Cinema will be available under Media Type.
Cinema delivers both dollar estimates and Impression (Persons 2+ only)
and are exclusive of one another. National and Regional Cinema can be
run independently, together or combined with other media types on a
Custom report. Cinema data is available starting from January 1, 2013.
CINEMA MEDIA TYPES NATIONAL CINEMA
A campaign where ads appeared on 100% of the screens offered by the Cinema Company.
REGIONAL CINEMA
A campaign where ads aired in two or more cities within the Cinema Company’s theater network.
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AD*VIEWS: CINEMA MEDIA TYPE
OPTIONAL SELECTIONS FOR CINEMA
When Cinema is selected as a Media type, two new Optional Selections are available:
Ad Type and MPAA Rating.
AD TYPES
MPAA RATING
ON-SCREEN COMMERCIAL – On-Screen Commercials or
Cinema Spots are ads using sight, sound and motion that
run in the “preshow” or “pre-feature” program through the
start of the feature film’s published show time in a lightsdown environment. These ad placements are specifically
engineered to be screened in a theater environment.
Spots are available in various lengths such as :30, :45,
:60, :90 or :120 seconds.
Within the National and Regional Cinema media types,
ad placement can be made based on the content of the
feature film and its MPAA rating. Ad*Views provides
the ability to generate reports based on this Cinema
specific feature.
ON-SCREEN SLIDE – On-Screen Slides are advertising
slides that are screened during the preshow and consist
of a variety of content which may include trivia and
advertising messages. Cinema slides can be static or
digitally animated. They are featured at least two times
throughout the preshow. Cinema Slides are sold on a
national, regional and local basis. Slides are available
in a couple of lengths such as :10 and :15 seconds.
Copyright © 2013 The Nielsen Company
MPAA GUIDELINES
•
G Rated (General Audiences)
Signifies that the film rated contains nothing most
parents will consider offensive for even their youngest
children to see or hear.
•
PG Rated (Parental Guidance Suggested)
Parents cautioned. Parental guidance suggested.
Some material may not be suitable for children.
Rough or persistent violence is absent; sexuallyoriented nudity is absent.
•
PG-13 Rated (Parental Guidance Suggested)
Parents strongly cautioned. Some material may be
inappropriate for children under 13. Some limited
scenes of drug use may be seen; minimal use of one
of the harsher sexually-derived words may be heard.
•
R Rated (Restricted Access) – Children under 17 require
accompanying parent or adult guardian. Contains
some adult material including adult themes, adult
activity, hard language, intense or persistent violence,
sexually-oriented nudity, drug abuse or other elements.
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AD*VIEWS: CINEMA MEDIA TYPE
USING CINEMA
Cinema can be used to compare spending versus other media types, in a trend report, or see
Cinema spending by Market. In the Predefined Layout, Cinema can be used in the Brand Schedule
or as a Flowchart Link. In all cases when Cinema is selected as the only Media Type, spending
estimates and Impressions for Persons 2 + will be available. When other Media Types are present
Ad*Views will only show the measures that are common among the selected Media Types.
CUSTOM LAYOUT
Cinema will be limited to the following Column and Row Selections:
Column: Market, Measures Only, Media Type and Report Period
Row: Brand, Brand Variant, Industry, Major
Category, Market, Media Type,
Parent, Product Category, Report Period,
Sub-Group and Subsidiary.
PREDEFINED LAYOUT
Cinema Brand Schedule will be available for Cinema but the ability to view individual creatives
is not available at this time.
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AD*VIEWS: CINEMA MEDIA TYPE
CINEMA BRAND SHARE REPORT EXAMPLE
Report Specifications used to create this report.
Market: Select National
Media Type: National Cinema and Regional Cinema
Report Layout: Column = Media Type
Report Period: Select desired month
Measures: Dollars, Impressions Persons 2+
CINEMA BRAND SCHEDULE REPORT EXAMPLE
Report Specifications used to create this report.
Market: Select National
Media Type: National Cinema and Regional Cinema
Report Layout: Predefined = Brand Schedule
Report Period: Select desired week
Measures: Dollars
Copyright © 2013 The Nielsen Company
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AD*VIEWS: CINEMA MEDIA TYPE
METHODOLOGY
NATIONAL CINEMA
OCCURRENCES
IMPRESSIONS
Monitor-Plus receives Advertiser/Brand campaign flight
level detail from contributing Cinema companies on a
monthly basis. The universe of coverage for National
Cinema data consists of on-screen commercial and slide
campaigns appearing on 100% of the markets available
in a Cinema company’s inventory.
National Cinema impressions data are reported for
Persons 2+. Impressions represent the number of times
a campaign was potentially viewed. Impressions for
National Cinema activity are provided per campaign
flight and are contracted impressions supplied by each
contributing cinema company.
It is estimated that each National Cinema commercial
runs approximately 4 times per day per screen for the
length of the campaign flight. Commercial content runs
during the “preshow” or “pre-feature” program before
the featured motion picture. Total screen potential for
any given National campaign, taking current contributing
companies into account, is approximately +34K screens.
Impressions data for each National Cinema campaign
flight will be prorated according to the following
industry rules:
Reportable data elements for National Cinema are:
Advertiser, Brand, Date, Duration, Ad Type, Distribution,
MPAA Rating(s) (G, PG, PG13, R, etc), Expenditure,
Impressions, and Creative Title.
•
75% of the impressions for a specific campaign flight
period is associated with Friday-Sunday airings;
•
25% of the impressions for a specific campaign flight
period is associated with Monday-Thursday airings.
Nielsen Monitor-Plus makes every effort to provide the
most complete and accurate data possible, but does not
warrant that the data will be complete or error-free.
EXPENDITURES
Expenditure data is provided by contributing
Cinema companies and is rate card based.
Expenditure data for each National Cinema campaign
flight will be prorated according to the following
industry rules:
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•
75% of the expenditure for a specific campaign flight
period is associated with the Friday-Sunday airings;
•
25% of the expenditure for a specific campaign flight
period is associated with the Monday-Thursday airings.
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AD*VIEWS: CINEMA MEDIA TYPE
REGIONAL CINEMA
OCCURRENCES
IMPRESSIONS
Monitor-Plus receives Advertiser/Brand campaign
flight level detail from contributing Cinema companies
on a monthly basis. The universe of coverage for
Regional Cinema data consists of on-screen commercial
and slide campaigns appearing in two or more markets
but less than 100% of the markets available in a
Cinema company’s inventory.
Regional Cinema impressions data are reported for
Persons 2+. Impressions represent the number of
times a campaign was potentially viewed. Impressions
for Regional Cinema activity are provided per campaign
flight and are contracted impressions supplied by each
contributing cinema company.
It is estimated that each Regional Cinema commercial
runs approximately 4 times per day per screen for the
length of the campaign flight. Commercial content runs
during the “preshow” or “pre-feature” program before
the featured motion picture. Total screen potential for
any given Regional Cinema campaign varies depending
on the cities which they aired.
Reportable data elements for Regional Cinema are:
Advertiser, Brand, Date, Duration, Ad Type, Distribution,
MPAA Rating(s) (G, PG, PG13, R, etc), Expenditure,
Impressions, and Creative Title.
Impressions data for each Regional Cinema campaign
flight will be prorated according to the following
industry rules:
•
75% of the impressions for a specific campaign flight
period is associated with Friday-Sunday airings;
•
25% of the impressions for a specific campaign flight
period is associated with Monday-Thursday airings.
Nielsen Monitor-Plus makes every effort to provide the
most complete and accurate data possible, but does not
warrant that the data will be complete or error-free.
EXPENDITURES
Expenditure data is provided by contributing Cinema
companies and is rate card based.
Expenditure data for each Regional Cinema campaign
flight will be prorated according to the following
industry rules:
•
75% of the expenditure for a specific campaign flight
period is associated with the Friday-Sunday airings;
•
25% of the expenditure for a specific campaign flight
period is associated with the Monday-Thursday airings.
Copyright © 2013 The Nielsen Company
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ABOUT NIELSEN
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and
measurement company with leading market positions in marketing
and consumer information, television and other media measurement,
online intelligence, mobile measurement, trade shows and related
properties. Nielsen has a presence in approximately 100 countries,
with headquarters in New York, USA and Diemen, the Netherlands.
For more information, visit www.nielsen.com.
Copyright © 2013 The Nielsen Company. All rights reserved. Nielsen and
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Trademarks, L.L.C. Other product and service names are trademarks or
registered trademarks of their respective companies.
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