National CineMedia, the largest cinema advertising platform in the US, and cross-platform TV ad measurement company iSpot, have announced the companies are deepening their partnership – with independent, in-cinema measurement of advertisements that appear in the trailers before movies begin.

The deal marks NCM’s first integration of advertising information with a third-party measurement provider and enables brands an impactful view into how cinema advertising performs alongside other mediums.

With this enhanced partnership, NCM has integrated its household (HH) level exposure data with iSpot’s Unified and Outcomes measurement solutions, offering brands continuous, persistent insight into how campaigns on the big screen are performing alongside linear TV, digital and streaming platforms as part of a unified cross-platform measurement strategy.

By leveraging iSpot’s Outcomes solution, NCM will be able to provide clients with a faster and more accessible view of lower-funnel performance metrics, enabling them to optimise campaigns in real-time and move away from strictly tracking reach. Advertisers will be able to gain insight into how their campaigns are impacting real-world sales and make data-driven decisions about ad spend.

“We’re excited to deepen our collaboration with National CineMedia to bring continuous, cross-platform audience measurement to theatres,” said Stuart Schwartzapfel, EVP of Medbia Partnerships, iSpot. “Helping them harness iSpot data to drive clear measurement innovation will provide immediate value to brands looking to leverage  the power of pop culture to reach a highly-engaged, often younger, consumer.”

As iSpot accounts for every ad appearing across all platforms, NCM can now offer advertisers actionable insights, not just the incrementality of ads in cinemas, but also the total reach impressions and audience overlap with other viewing sources. NCM will also provide brands with the reach, frequency and conversion data at a highly granular level. This also enables brands to conduct cross-platform reach analysis that includes cinema as a measurable source of incremental reach, ratings, and conversion impact.

Arecent iSpot analysis found that while major sports programming reaches up to 60 per cent of moviegoers, brands and studios can also reach this consumer with less expensive content types, such as syndicated programming. Considering the summer 2025 box office just eclipsed $1.2 billion and attendance is up 57 per cent from 20241, understanding the nuanced audience dynamics will help NCM and its advertising partners execute cross-media campaigns that can now truly capitalise on what is often a younger, highly-engaged consumer close to the point of sale.

“Being able to lean on iSpot’s trusted third-party measurement of in-theatre advertising is a crucial input – not just for NCM, which supported nearly $9 billion in US box office revenue in 2024 – but also for our advertising partners,” added Manu Singh, Chief Data & Innovation Officer, National CineMedia. “The technology is now in place, and brands looking to reach and convert highly engaged consumers can finally connect the dots to business outcomes — whether that’s sales, website visits or ticket purchases.”

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Tags: advertising, cinema, iSpot