Val Morgan launches new audience insights tool

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Val Morgan, New Zealand’s largest cinema advertising network, has today gone live with CineTAM PLUS, a programme which it says will provide advertisers and media agencies with behavioural data around the cinema occasion and unlock a new level of insight and targeting.

“CineTAM Plus will see Val Morgan continue to add depth to their audience measurement and data capabilities,” says sales director Suzie Lamborn. “It delivers cinema audience data including their ‘movie going’ and media habits as well as insights into category and entertainment preferences.

“To meet with the demand of an insights driven market, CineTAM Plus will provide unique intelligence and sophisticated targeting for greater optimization. The tool will capture sentiment and trends in behaviour as well deep insights about cinema audiences.

“Cinema is the favourite out of home pastime of the New Zealand public and over the last 12 months we have created a unique level of insight into this audience. As well as movie preferences we now know, for example, when people shop, whether they have SVOD at home and how they feel about their insurance provider.

“Biannual sweeps will continue to build on an already established insight base of over 2000 respondents and ongoing it will become the most comprehensive database of movie audiences in New Zealand.”

Phase 2
Val Morgan have also announced that phase two of CineTAM Plus will be offering advertisers access by providing specific questions to gain further qualitative insights linked to a brand, product and category.

Val Morgan’s proprietary cinema audience measurement tool, CineTAM, will continue to deliver accountability through audience measurement.

About Val Morgan
Val Morgan is the largest cinema network in New Zealand for national media agency advertising, exclusively representing major exhibitors Hoyts, Event, Rialto, Monterey Cinemas and most leading independent cinemas across New Zealand.

The Val Morgan network is large and scalable, aggregating audience across the country to deliver advertisers access to 80% of national box office or 87% of box office across the 5 main mets and 86% of box office across the 3 main mets. Furthermore, buying with Val Morgan is 100% measurable and accountable using CineTAM, the only cinema measurement tool that enables forecasting, delivering across demographics and area.

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