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o Fact Sheet

• Moviegoing is the #1 leisure activity among adults. (Source: MRI 2006

Doublebase)
• The average person saw 4.8 movies in 2006. (Source: 2006 MPAA Market
Statistics)
• 1.45 billion movie tickets were sold in 2006. (Source: 2006 MPAA Market
Statistics)
• The box office grossed $9.49 billion in 2006. (Source: 2006 MPAA Market
Statistics)

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• There are nearly 39,668 movie screens in the U.S. – 78% of which sell
advertising. (Source: 2006 MPAA Market Statistics & Jan 2007 CAC Marketplace
Report)
• The Screenvision network is available in all 50 states and 91% of all DMAs (192
DMAs). (Source: Jan 2007 CAC Marketplace Report)
• Screenvision’s theatre network represents 34 of the top 50 U.S. chains. (Source:
Jan 2007 CAC Marketplace Report)
• Screenvision has 100% coverage in the top 50 DMAs, 100% coverage in the top
100 DMAs, and 99% coverage in the top 150 DMAs. (Source: Jan 2007 CAC
Marketplace Report)

• Screenvision uses a neutral third-party outside source (Nielsen) for campaign

posting.
• Moviegoers who saw in-theatre advertising are 44% more likely to remember the
ad than consumers who saw it on TV. (Source: TNS November 2004)
• 91% of Screenvision moviegoers remember cinema ads unaided up to one week
after going to the movies. (Source: TNS November 2004)
• Cinema advertising has longevity. Up to one week after seeing a commercial at
the movies, nearly half of consumers could name the specific brands they saw
advertised. (Source: TNS November 2004)
• Moviegoers are nearly 70% more likely to be motivated by ads, meaning they find
the ad relevant to them and would like to see it again. (Source: TNS November
2004)
• Screenvision consumers are 50% more likely to express increased interest in
brand/products advertised than TV viewers. (Source: TNS November 2004)
• After three or more exposures to the same ad, moviegoers’ unaided recall jumps
to 60%. (Source: Lieberman December 2004)
• Moviegoers exposed to advertiser messaging three or more times are +30% more
likely to state the specific brand advertised, unprompted, than those exposed once
in-theatre. (Source: Lieberman December 2004)
• After three exposures, 67% of moviegoers intend to purchase the products
advertised.
o Moviegoers exposed at least three times are +53% more likely to purchase
the products advertised than those exposed one time. (Source: Lieberman
December 2004)
• Recall of spots plus slides is enhanced when creative messaging is similar or the
same.
o Moviegoers exposed to an advertiser’s campaign including slides and
spots have 30% stronger brand-specific, unaided recall compared to those
exposed only to the spot.

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• About two-thirds of the movie-going audience is under 35. (Source: Nielsen
Media Research, 2006)
• 88% of Screenvision’s audience is under 55. (Source: Nielsen Media Research,
2006)
• The movie going audience spans across all ages.
12-17: 17%
18-34: 32%
18-49: 51%
25-54: 38%
(Source: Nielsen Media Research, 2006)
• 48% of moviegoers dine at a restaurant before or after a movie. (Source:
SV/Lieberman Research Q1 Added-Value Study)
• 31% of moviegoers shop before or after a movie. (Source: SV/Lieberman
Research Q1 Added-Value Study)

• Cinema advertising grossed $636 million in 2006 – a 20% increase over 2005.
(Source: Jack Myers Media Buyers Report)
• 93% of moviegoers either like or feel neutral about the Screenvision Preshow.
(Source: Lieberman Research to date)
• Of moviegoers with a preference, Screenvision is preferred to other preshow
formats by a ratio of 9-to-1. (Source: Lieberman Research to date)
• Nearly 9 out of 10 moviegoers prefer to see a preshow instead of a blank screen.
(Source: Lieberman Research to date)
• In 2006, Screenvision reached an average of approximately 50 million consumers
per flight. (Source: 2006 Nielsen Cinema Audience Report)
• In 2006, Screenvision is delivered over a 50% share of marketplace admissions.

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http://www.screenvision.com/m/audience/tools/

Nielsen Cinema Audience Report

In May 2003, Nielsen Media began measuring admissions and

demographics of movie attendees. The report represents an
integration of data collected from Nielsen EDI (box office and ticket
price data at the theatre level to generate overall admissions), and
Nielsen Media Research (phone interviews with moviegoers to
determine demographic data). Nielsen provides impartiality and
uniformity to cinema as an ad medium, and provides us with currency
similar to other mediums.

Interactive Market Systems (IMS)

IMS integrates data and systems for information analysis and media
planning. CinemaCume, a program within IMS, allows for Cinema
Reach & Frequency analysis. The company also provides a tool for
re-allocating GRP's from TV (Telecume) to cinema for analyzing the
impact on Reach and Frequency when cinema is added to the media
mix.

MRI

This research tool allows for cross-referencing of media usage with

product and service consumption (all collected from a single sample
that is over 50,000 adults). The tool also provides demographic and
psychographic data on the behavior and purchase intent of
moviegoers for a specific brand.

MapInfo

MapInfo allows us to demonstrate the power of our movie theatre

locations to clients. We can show, for example, that a QSR has many
locations near our movie theatre locations. The data can be delivered
in Excel format or illustrated through points on a map. In addition to
finding clients' location within close proximity to our theatres, we can
also look at census data to determine concentrations of particular
segments of the population. This data is then used to create our

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specialized networks such as the AA Network, Hispanic Network and
Asian Network.

Lieberman

Lieberman is a market research company that we use for most of our

client specific studies, as well as some internal proprietary research.
They capture information on PDAs. Screenvision aggregates this data
to track ad recall, likeability and purchase intent to provide a baseline
for normative data.

Taylor Nelson Sofres (TNS) Impact Study

Primary research conducted by Screenvision on behalf of five clients.

The study tracked how an ad registered with consumers in the cinema
environment versus television or other platforms. The results proved
that consumers are move involved with and motivated to purchase
products and services advertised in cinema.