NCMI Reports Strong Attendance Numbers in Q4 2023

March 20, 2024 | by


National CineMedia, Inc. (NCMI) is pleased to announce its strong attendance numbers in the fourth quarter of 2023. Despite the challenges faced by the cinema industry, NCMI reported reaching 94% of the attendance levels seen in 2002. This success can be attributed to the significant contribution of Gen Z and Millennials, who accounted for 70% of the cinema audience. Additionally, with a revenue of $90.9 million in Q4, on par with the same period in 2022, NCM has demonstrated its resilience and ability to adapt. Moreover, the domestic box office experienced its highest point since 2019, generating a staggering $8.9 billion. NCM’s cinema advertising has proven to be a powerful tool for brands, as it continues to deliver a high return on investment and rank number one in terms of attention. To further support advertisers, NCM is now offering attention rating guarantees and customized content solutions. In an effort to enhance its services, the company is expanding its data platform and launching programmatic ad buying and self-serve options for cinema ads.

Attendance Numbers

National CineMedia, Inc. (NCMI) has reported strong attendance numbers in the fourth quarter of 2023. Despite challenges faced by the cinema industry in recent years, attendance levels reached an impressive 94% of the levels recorded in 2002. This signifies a positive trend and demonstrates the resilience of the cinema industry.

Audience Profile

NCMI’s audience predominantly consists of Generation Z and Millennials, who together represent 70% of the cinema audience. This demographic group has shown a consistent interest in movie theater experiences, contributing significantly to the overall attendance numbers. Understanding the preferences and behaviors of these age groups will be crucial for marketers and advertisers in effectively engaging this audience.



National CineMedia generated a total revenue of $90.9 million for the fourth quarter of 2023. This figure is comparable to the revenue generated in the same period in 2022, indicating stability and maintaining a strong financial position. Despite challenges faced by the industry, NCM has successfully maintained its revenue figures, highlighting the viability of cinema advertising as a valuable platform for brands.

Box Office Performance

The domestic box office in 2023 achieved its highest point since 2019, with box office revenues reaching an impressive $8.9 billion. This significant increase in box office performance is indicative of the cinema industry’s recovery and resurgence after a tumultuous period. It showcases the enduring appeal and popularity of the shared movie theater experience.


Effectiveness of Cinema Advertising

Among various advertising platforms, NCM’s cinema advertising has consistently proven to provide a high return on investment (ROI) for brands. Not only does cinema advertising reach a captive audience, but it also ranks number one in terms of attention. Cinema-goers are fully engaged in the movie-watching experience, making them more receptive to advertisements showcased on the big screen. This presents brands with a unique and impactful opportunity to connect with consumers in a targeted and memorable manner.

Attention Rating Guarantees

In an effort to further enhance the appeal and effectiveness of cinema advertising, NCM offers attention rating guarantees for advertisers. By providing this guarantee, NCM ensures that brands receive the desired level of viewer attention for their advertisements. Such guarantees instill confidence in advertisers, knowing that their messaging will be noticed and absorbed by the cinema audience, thereby maximizing the efficacy of their advertising efforts.


Custom Content Solutions

Recognizing the diverse needs and objectives of advertisers, NCM offers custom content solutions. These solutions allow advertisers to tailor their advertisements to align with their brand image, messaging, and target audience. By providing this flexibility, NCM empowers brands to create more impactful and memorable cinema advertisements, strengthening their connection with the cinema audience.

Expansion of Data Platform

NCM is committed to staying ahead of industry trends and evolving consumer behavior. To facilitate this, the company is expanding its data platform. This expansion will provide advertisers with deeper insights into audience profiles, preferences, and behaviors, enabling more targeted and effective advertising campaigns. Additionally, NCM is launching programmatic ad buying options for cinema advertisements, allowing for more efficient and streamlined campaign management.


Self-Serve Options

In response to the changing needs and preferences of advertisers, NCM is launching self-serve options for cinema advertisements. This new feature will empower advertisers to take more control over their campaigns, from the planning and targeting phase to the creative execution and reporting stages. The self-serve options will provide advertisers with greater flexibility and autonomy, allowing them to optimize their advertising strategies and achieve their specific goals.

In conclusion, National CineMedia, Inc. has demonstrated a strong performance in Q4 2023, with robust attendance numbers, impressive revenue figures, and the highest domestic box office performance since 2019. The effectiveness of cinema advertising, specifically in capturing the attention of the cinema audience, has positioned NCM as a valuable advertising platform for brands. With attention rating guarantees, custom content solutions, an expanded data platform, and the introduction of self-serve options, NCM continues to innovate and adapt to the evolving needs of advertisers. This article showcases NCM’s commitment to delivering impactful and results-driven cinema advertising opportunities while catering to the diverse requirements of brands in the ever-changing advertising landscape.



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