Val Morgan to measure Australian cinema audiences

CineTAM captures de-personalised demographic details from movie visits made by over 450,000 Hoyts Rewards members combined with actual cinema ticket sales across Australia.

It aims to enhance cinema planning and buying through what it claims is the most robust sample size of any medium in the country.

Val Morgan CEO Damian Keogh said: “The rich audience data we now have available provides a new world of opportunity and understanding to help planners, buyers and advertisers uncover the power of cinema for their brands.”

Consultants Kinesis Media principal Peter Cornelius has been appointed to advise on CineTAM.