Audience measurement firm Comscore has made two major announcements: a five-year deal with global film exhibitor Cinemex to provide an enterprise data platform and analytics software solutions; and an expansion of its partnership with global entertainment network Discovery, Inc.
Since buying Rentrak some four years ago, Comscore has provided box office currency measurement for film distributors and exhibitors around the world. At present it measures around 95 percent of the global box office from well over 29,000 theaters in 72 countries. Cinemex was founded in 1995 as a pioneer of new moviegoing experiences in Mexico, and now offers multiplex theatres and stadium seating auditoriums in Mexico & USA, displaying in more than 380 theatres with more than 3,370+ screens in 120+ cities.
For all these locations the deal - which took effect earlier this month - gives Cinemex real-time operations reporting, deep customer analytics, data driven marketing solutions and data monetization capabilities. Comscore's input to it is enhanced by its strategic partnership with product design and development company Showtime Analytics, whose data analysis and visualization solutions help cinemas increase box office and admissions through customer insights and engagement strategies. Cinemex will have access to tools including Insights, which offers real-time, mobile analytics across all data sources; and Engage, providing cinema operators with a fully interactive view of their customer base in a single place. Rogelio Vélez, CEO of Cinemex comments: 'In a competitive marketplace, it's critical to have a detailed understanding of how our individual cinemas are performing across our global footprint. We're thrilled with how Comscore Movies' solutions are providing us with a better understanding of our business, from measuring concessions to theatre operations to employee compensation and time. Since we began using Comscore Movies' software exclusively a few weeks ago, we are already seeing an improvement'.
Discovery, Inc. delivers over 8,000 hours of original programming each year and is available in 220 countries and territories and nearly 50 languages. Premium brands include Discovery Channel, HGTV, Food Network, TLC, OWN: Oprah Winfrey Network in the U.S., Discovery Kids in Latin America, and Eurosport in Europe. Today's news expands its existing relationship with Comscore, further integrating the latter's products across Discovery's platforms - including TV Essentials (TVE) for advanced advertising, and Campaign Ratings (CCR), tracking the multi-platform reach of an advertising campaign. Contracts for OnDemand Essentials (ODE) and Digital Audience tools have been renewed, as has Discovery's participation in the development of ExtendedTV.
Keith Kazerman, Discovery's EVP, Digital Sales, Advanced Advertising and Research, says of the announcement: 'Discovery is committed to changing the current measurement paradigm in order to more accurately and efficiently capture video consumption across multiple platforms. As we accelerate our focus on providing consumers with the most compelling digital video and direct-to-consumer experiences, our agreements with Comscore underscore our commitment to innovating with a variety of partners to better capture cross-platform viewing and build new currency alternatives that can give advertisers and marketers the most complete, accurate and efficient measurement. Comscore has shown an ability to listen to their partners, develop new technologies, and bring new thinking and new energy to what is the weakest link in today's industry value chain'. said Carol Hinnant, EVP National Services at Comscore, adds: 'Discovery is both a leading media firm and a valued client. We are delighted to be working with Discovery to transform what it means to provide the most complete and trusted set of tools, data and analytics in an increasingly cross-platform world'.
Comscore's beleaguered shares leapt 24% during the day to change hands in after-hours trading at $2.49.
Web sites: www.comscore.com , www.discovery.com and www.cinemex.com .
All articles 2006-19 written and edited by Mel Crowther and/or Nick Thomas.