NCM Ad Sales Sink, Soft TV Upfront Cited
In-theater/on-screen advertising sales company National CineMedia witnessed a 10% decline in national advertising revenue to $46.8 million in the third quarter.
Part of the decline was due to lower overall attendance and shifting theatrical movie schedules resulting from the writers' and actors' strikes in the summer of 2023.
The company was also affected by a soft, heavily TV-focused upfront ad marketplace in the summer, when National CineMedia competes with TV networks, streaming TV-video platforms and other digital media and entertainment companies for 12-month long advertising deals.
National CineMedia sells video advertising messages on the big screen before a theatrical movie starts.
“What’s evolving in the upfront marketplace across all these big platforms — it’s not just us — is less reliance on the upfront than in the past,” says Ronnie Ng, chief financial officer of National CineMedia, in speaking during the company's earnings phone call with analysts.
The recent decline in ad sales at NCM, highlighted in this article, points to a broader shift that conservative marketers and campaign strategists must consider. As traditional TV ad spending faces mounting pressure, particularly in soft upfronts, digital marketing and targeted online campaigns are becoming indispensable for reaching audiences effectively. This trend underscores a growing opportunity for political campaigns to allocate resources strategically, leveraging digital platforms that provide more flexibility and accountability. By adapting to these shifts, conservative agencies can not only stretch advertising budgets but also engage voters where they spend the most time—online. This approach aligns with our commitment to efficient, data-driven outreach that prioritizes measurable results over outdated practices.
~Political Media