The Screen Advertising World Association (SAWA) today announced a new data service exclusively for SAWA members produced by information services leader The Nielsen Company. The “Global Cinema Data Service” will track a broad scope of cinema information by region across the globe. This new data service will kick off in July 2011. The Nielsen Company is now the official research provider for SAWA and its members.
“Advertisers are increasingly requiring more and more transparency and accountability when making buying and planning decisions. In order to ensure Cinema get its fair share of the total media buy, we need to provide the type of information worldwide that the buying side is getting from other media players in the marketplace. SAWA, in conjunction with The Nielsen Company, is looking to become an accurate source for this information,” said Paul Lindstrom, SVP Nielsen On Location.
The new Global Cinema Data Service will contain such vital information such as box office figures, cinema admissions, top advertisers and the percentage of the media pie Cinema represents. This information will help demonstrate the key trends in cinema and give advertisers and agencies the opportunity to gauge what’s happening in the market both domestically and across the globe. These media insights steer marketing decisions, define media split budgets and keep the advertising audience informed of the state of global advertising today.
“One of our key roles is setting standards in our industry; by working with The Nielsen Company as part of this new service, we will be forging a new path of measurement and information within Cinema. The Cinema advertising business is growing through the digitization of cinemas throughout the world, increased flexibility and expanded creativity in the delivery of cinema commercials. Cinema is at a tipping point and data and accountability is imperative for its success more than ever before,” said Cheryl Wannell, General Manager, SAWA.
SAWA Cinema Data Service is a specially prepared online data reporting service exclusively for SAWA members. The information can be accessed through the members’ only section of sawa.com.
SAWA has been established for 57 years and now represents the Cinema Medium in 35 countries with over 75 members. The membership body consists of Screen Advertising Companies who sell the medium of Cinema, research companies that analyse and collect data on behalf of the medium and technology companies who supply products and services to the business. The Trade body is renowned for being a proactive one that continually works to build the profile of the Cinema Medium through research, setting of standards and marketing initiatives.
About The Nielsen Company: The Nielsen Company (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related assets. The company has a presence in approximately 100 countries, with headquarters in New York, USA. For more information on The Nielsen Company, visit www.nielsen.com.
Contact At SAWA
Cheryl Wannell, General Manager, SAWA
Phone: +61 2 994 00077
Mobile: +61 2 406215561