Movie theater ad network National CineMedia has struck an analytics and measurement deal with iSpot.tv.

The agreement will give NCM reach, frequency, attribution, and tune-in data for its advertising clients -- with a focus on movie studio marketers as well as other brand advertisers.

Looking specifically at reach -- a key metric for marketers -- NCM can now offer clients "incremental" reach measures, coming from iSpot’s data based on its panel of 40 million U.S. smart TVs.

NCM says the deal will also help clients target moviegoing customers across all integrated media platforms -- CTV, digital, and out-of-home media platforms

All this will help the NCM cinema advertising network in the U.S. which it says targets some 600 million moviegoers. NCM’s network consists of 1,650 U.S. theaters and more than 20,600 screens.

The deal with iSpot will also boost NCM’s data intelligence platform, NCMx. NCM says it has a large deterministic and probabilistic data set of its moviegoing audience, over 274 million data records.