Nielsen to track moviegoers’ data

Movie Advisory Board to monitor online ticket buyers

Nielsen Entertainment and MovieTickets.com are partnering on building a better tracking service.

New service, the Movie Advisory Board, will give Nielsen market researchers access to the online ticket seller’s customers and sales data, allowing studios to monitor moviegoers’ behavior before, during and after they buy tickets.

“In the past we’ve been able to report what people say they think about a movie,” said Adrienne Becker, general manager of Nielsen’s strategic development group. “Now we can match what they say to what they do.”

Becker will co-manage the new program with MovieTickets.com research prexy Gary Hiller.

So far, more than 750,000 people have opted to participate, with 20,000 more signing up each week.

In addition to polling MovieTickets.com customers online, program will also passively track what sources of information consumers are relying on as they make their ticket-buying decisions.

Some of the info generated will be combined with other Nielsen subscriber services such as NRG, EDI and VideoScan, while custom studies will be marketed to studios seeking guidance on marketing individual films.

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