NCM and Affinity Solutions’ Research Study Identifies Link Between In-Theater Experiences and Elevated Consumer Spend in New Economic Impact Report
National CineMedia (NCMI) and Affinity Solutions released an Economic Impact Study showing a predictive relationship between moviegoing and increased consumer spending. Analyzing over eight million moviegoers, the study found that attendees spend twice as much as non-moviegoers within eight hours of viewing. The report highlights spending patterns across different demographics during movie attendance, indicating that brands can effectively target these consumers for better sales. Key findings include increased spending on retail and dining, with significant brand sales lifts noted for attendees of blockbuster films.
- Moviegoers spend twice as much as non-moviegoers in the eight hours following their cinema experience.
- The study reveals significant sales lifts for brands associated with specific blockbuster films.
- Increased spending was noted across various categories such as retail, dining, travel, and automotive.
- None.
The Economic Impact Report is broken down in two studies. The first part looked at the total spending by category between the months of March and
Affinity Solutions worked with NCM’s data and technology platform, NCMxTM, to analyze the purchase behavior of millions of NCM moviegoers after watching a movie. Affinity’s consumer purchase data, based on over 100 million card members, uncovered that NCM moviegoers spend at two times the rate of non-moviegoers [in the eight hours following their in-theater movie experience] in specific and measurable ways – depending on age and demographic.
In the study, purchases were broken out by merchant categories and brands and then benchmarked against non-moviegoers during the same period. The research looked at the total spend as well as two different demographics when analyzing consumer behaviors: the more heavily Gen Z and Young Millennial audience of
The analysis shows that NCM can help advertisers identify when, where, and how their consumers are spending at and around the movie experience. Brands also have the ability to impact sales by reaching those consumers when they are ready and most inclined to spend.
Key takeaways from the Economic Impact Report based on consumers’ eight hours following their in-theater movie experience were as follows:
- Moviegoers are highly active consumers, demonstrating two times elevated spend compared to non-moviegoers – spending more and spending more frequently – across key categories such as retail, dining, travel, and automotive.
- Movie attendance overall triggers a spending spree. Regardless of what day the attendees went to the movies, these consumers spent more at bars and restaurants and on sporting goods, apparel, and digital content than those who stay home.
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Different movies appeal to different consumers and impacts how they spend.
Dr. Strange viewers (Gen Z and Millennials) spent more on flowers, jewelry, and online gaming. Top Gun: Maverick viewers (Gen X and Boomers) spent more on appliances and landscaping. -
All moviegoers drive significant incremental spend but differ when it comes to their preferred brands. For example:
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Delta, T-Mobile, and McDonalds received incremental sales lift for attendees of
Dr. Strange . -
Amazon, United Airlines and
Disney received incremental sales lift for attendees of Top Gun: Maverick.
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Delta, T-Mobile, and McDonalds received incremental sales lift for attendees of
Overall, the study demonstrated that to drive business outcomes, marketers need to reach relevant buyers when they are primed to shop.
“The data has validated what we have always known – that moviegoers have their wallets out and are spending more than non-moviegoers, with their preferred brands. Not only can we measure and track that spend, but through NCMx we can target and retarget consumers before, during and after the movie experience. Advertisers should take note. Cinema has become the metaphorical last click – we are it,” shares
“Our analysis, spanning hundreds of millions of credit and debit card transactions, proves that moviegoing is an excellent signal for future consumer spend, “said
To learn more about how moviegoing is a strong indicator of consumer spend, visit: https://report.ncm.com/
About Affinity Solutions
Affinity Solutions is the leading Consumer Purchase Data Platform. We provide comprehensive purchase Insights and media measurement via exclusive, fully permissioned real-time, consumer purchase data, integrated with key ecosystem partners. This allows for seamless, privacy-centric, data access at unprecedented scale. Affinity powers solutions for financial institutions, marketers, investment firms, consulting firms and media & marketing enterprises by providing real-time demand signals and insights on consumer spend which drive high value decisions that lead to better business outcomes.
About NCM
View source version on businesswire.com: https://www.businesswire.com/news/home/20221117005124/en/
Pam.workman@ncm.com
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FAQ
What did the Economic Impact Study from NCMI and Affinity Solutions reveal?
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