Nationwide Insurance signs on to Screenvision's black cinema network

(February 28, 200) Screenvision, the global leader in cinema advertising, has announced that Nationwide Insurance has signed on for a multi-platform program focused on reaching African-American moviegoers. The program, featuring 30-second spots, cinema slides, box-office handouts and in lobby standees, will run across Screenvision's dedicated African-American Cinema Network throughout this month and in May and October 2008.

The deal was brokered on behalf of Nationwide Insurance by Matlock Advertising and Public Relations -- marking Screenvision's first African-American Cinema Network buy initiated by a specialized African-American advertising agency.

Within Screenvision's nationwide reach, representing theatres in 92 percent of all DMAs, the company can target community areas with high concentrations of specific demographics. Screenvision's African-American Cinema Network enables marketers to most effectively reach this audience segment with targeted advertising messaging. This network is currently comprised of more than 320 theatres and over 2,200 screens, with a total reach of more than 86 million admissions annually and includes coverage in the top five DMAs: New York, Los Angeles, Chicago, Philadelphia and Boston.

"Having a national network with more than 2,200 theatres across the country uniquely enables Screenvision to help advertisers micro-target to meet their objectives," said Michael Chico, executive vice president of Sales and Marketing for Screenvision. "We’ve done the research and identified the locations where certain desirable demographics are most concentrated and are offering advertisers such as Nationwide an opportunity to effectively reach consumers."

Luis Calva, marketing campaign consultant for Nationwide, added, "This is an excellent vehicle for a one-to-one connection with the African-American audience. Nationwide is always looking for innovative opportunities to reach consumers in a meaningful and relevant way. This partnership with Screenvision is a good fit, and we look forward to a successful campaign."

Screenvision also offers the Hispanic Cinema Network and the College Cinema Network, which are targeted subsets of its national cinema network. The Hispanic Cinema Network similarly reaches consumers in high density Hispanic communities. The College Cinema Network includes both on-campus and near-campus movie theatres.

"Screenvision came to us with a solution, a proven platform that allows us to specially target the Nationwide message for the African-American community," added Renita Hunt, media supervisor for Matlock Advertising and Public Relations. "We recognize that this is only one network of theatres of Screenvision's national coverage and look forward to working with Screenvision on this and future campaigns for our clients."

To date, Screenvision has developed targeted network campaigns for several prominent brands. These include Honda, ABC Entertainment, U.S. Cellular, Volkswagen and Lifetime Television.


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