lobal media and marketing information company VNU has launched a research and planning tool for film studios to grow their box office revenues through effective use of national television advertising. Christened Motion Media, it enables advertisers to identify the network platforms that will effectively drive box office sales.

The tool works on data and software from VNU companies like Nielsen Entertainment, Nielsen Monitor-Plus, Nielsen Media Research and VNU Advisory Services. According to Ira Sussman, vice president, research for the Cabletelevision Advertising Bureau, "TV is still the pre-eminent marketing and selling vehicle today. This research demonstrates the continued value of the medium for driving box office sales while giving a marketer the ability to make an impact by genre among specific programme types, day parts, and networks. This research can help media organisations illustrate how expanding or shifting target demographic investments can help motion picture advertisers achieve gains in performance."... more