Tuesday, October 20, 2015

Movie Theater Pre-Show Ad Firm Nixes Political Ads

To avoid expected political ad "negativity" in the 2016 election cycle, National CineMedia, whose FirstLook pre-show ad program plays in 1,600 movie theaters and reaches 700 million moviegoers annually, has decided to refuse all political advertising, reported a recent AdWeek magazine story. NCM did show some political ads during the 2012 election cycle, choosing only ads it judged to be positive or neutral. This time it expects a "sea of negative ads" and will make its theaters "politics-free zones," reports AdWeek. For national and local campaigns, NCM's decision removes access to a national reach that translates into a Nielsen rating above 7.0 among the desirable 18- to 49-year-old demographic, with no way for viewers to skip ads, notes the story. And for NCM, it means forgoing a slice of an estimated $4 billion in TV political ad spending. Cliff Marks, NCM president of sales and marketing, explained the decision to AdWeek: "We think brands are going to get really sick of having their image and their brand projected next to these negative ads. How is anybody going to remember your brand and message?" Marks said the company hopes appreciative brand advertising will compensate for any potential loss from missing political ads, but the decision is based on "doing the right thing." Read the full story at http://www.adweek.com/news/advertising-branding/why-national-cinemedia-saying-no-all-political-advertising-167570

No comments:

Post a Comment