• Ad Age, Monday, March 3, 2008 10:30 AM

National CineMedia, among the biggest cinema-ad networks in North America, has signed on IAG Research for a three-year study that will measure the effectiveness and performance of ads, promos and other content that runs before main features. IAG will look at how movie audiences recall and like cinema advertising and help NCM figure out how it compares to TV commercials, says Alan Gould, IAG's co-CEO.

The deal is another sign that marketers are looking for new ad venues as digital technology allows video to run everywhere from movie theaters to malls. For instance, MediaVest recently said it is talking with clients about moving more than $100 million earmarked for prime-time network TV into cinema-ad networks operated by NCM and Screenvision.

In 2006, cinema advertising was up 15% to $455.6 million, according to the Cinema Advertising Council.

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