NCM, TransUnion Partner to Bring Cinema into Cross-Platform Attribution

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National CineMedia (NCM), a cinema advertising platform in the US, has announced a partnership with TransUnion, a global information and insights company, to integrate NCM’s theatrical exposure data into TransUnion’s cross-platform attribution, a full-funnel attribution model also known as multi-touch attribution. 

This collaboration gives advertisers an unprecedented, data-driven view into how cinema advertisements contribute to performance alongside digital, CTV, and social channels.

TransUnion’s cross platform attribution is used by brands across retail, entertainment, automotive, and financial services to optimise media efficiency. 

Built on TransUnion’s identity graph, which covers 98% of US adults, the TransUnion cross-platform attribution draws exposure data from a wide range of sources to measure lift and optimise media efficiency.

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This partnership brings together TransUnion’s cross-platform attribution and NCMx, NCM’s proprietary dataset that transforms moviegoing behaviour into actionable marketing intelligence. 

Through the integration, advertisers are now able to connect cinematic storytelling to real-world outcomes, thereby quantifying incremental lift, measuring cross-channel reach, and holding the theatre screen to the same performance standards as other channels.

“For years, cinema has been one of the most powerful storytelling platforms in marketing, and NCM continues to prove it can also be one of the most accountable, and ultimately powerful,” said Manu Singh, Chief Data & Innovation Officer at NCM. 

“By integrating NCMx data into TransUnion’s attribution ecosystem, we are taking our data-driven approach to the next level, giving advertisers the ability to measure theatre’s performance right alongside digital, CTV, and social.” 

“This is an exciting moment for the industry and demonstrates how cinema is both a brand-building and performance-driving channel in today’s media landscape.”

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In a marketplace defined by outcomes and accountability, this integration reaffirms cinema’s place within the performance ecosystem. Advertisers can see exactly how the big screen performs – not in theory, but in the data:

• Cross Channel Clarity: Measure cinema’s true contribution alongside digital, CTV, and linear with unified attribution.
• Proven Lift: Move beyond awareness to quantified incremental sales and conversion impact.
• Smarter Sequencing: Reach high-value audiences in-theatre, then continue engagement across channels with identity continuity.
• Efficiency at Scale: TransUnion’s advanced deduplication and suppression logic eliminate waste and optimise reach.
• ROI Accountability: Cinema is firmly part of the performance ecosystem – measurable, comparable, and impossible to ignore.

“Giving advertisers a 360-degree view of how their campaigns perform is critical,” said Mike Finnerty, SVP of Marketing Solutions Services at TransUnion.

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“By adding cinema data into the mix, we’re expanding the depth and clarity of the insights available to our customers – helping them make smarter, more impactful marketing decisions. This integration will give our advertisers a truly comprehensive view of their marketing impact.”

This integration with TransUnion’s cross-platform attribution further enhances NCM’s fulsome suite of data-driven solutions, including Boost, Boomerang, and Bullseye. 

Together, these tools empower advertisers to create localised, custom content for audiences, capture real-time behavioural insights, activate audiences in theatres, and retarget moviegoers long after they’ve left the cinema. 

The TransUnion cross-platform attribution integration is a complementary addition that will enhance NCM’s offerings by delivering deeper attribution capabilities and measurable insights into how cinema advertising drives consumer action across channels.

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