National CineMedia (NCMI) and TransUnion have announced a partnership that will embed NCMI’s NCMx data intelligence platform into TransUnion’s TruAudience cross‑platform attribution engine, allowing advertisers to measure the impact of cinema ads alongside digital, CTV, and social media campaigns in a single view.
NCMx, launched in March 2022, aggregates more than 274 million data records to create a 360‑degree view of moviegoer behavior before, during, and after a theater visit. TransUnion’s identity graph, which covers 98 % of U.S. adults, will map those records to individual consumer profiles, enabling precise attribution of cinema exposure to downstream marketing outcomes.
NCMI’s most recent quarterly results, released on October 30 2025, showed revenue of $63.4 million—an increase of 1.6 % year‑over‑year—while total attendance fell 11 %. Net income rose to $1.6 million from a loss the previous year, and earnings per share of $0.00 beat the consensus estimate of –$0.03. The modest revenue growth was offset by a decline in attendance, but disciplined cost management and a stronger mix of premium advertising inventory helped the company achieve profitability.
TransUnion’s Q3 2025 earnings, released on October 23 2025, reported revenue of $1.17 billion, up 8 % from the prior year, and net income of $97 million. Adjusted earnings per share of $1.10 surpassed the consensus estimate of $0.90, a beat of $0.20. The strong performance was driven by robust demand across its commercial and financial services segments, pricing power in its data‑analytics offerings, and a 11 % organic growth in constant currency terms, prompting the company to raise its full‑year guidance.
The partnership addresses a long‑standing challenge for cinema advertising: the lack of measurable, performance‑driven data. By integrating NCMx data into TruAudience, NCMI can offer advertisers a unified attribution framework that includes cinema exposure, thereby positioning cinema as a measurable channel alongside digital and CTV. For TransUnion, the addition of high‑engagement cinema data expands its portfolio into a new media segment, reinforcing its strategy of delivering comprehensive cross‑channel insights.
Manu Singh, Chief Data & Innovation Officer at NCMI, said the collaboration “takes our data‑driven approach to the next level, giving advertisers the ability to measure theater’s performance right alongside digital, CTV, and social.” Tom Lesinski, NCMI’s CEO, noted that the company’s “highest third‑quarter national advertising revenue per attendee in the last five years” signals strong demand, while Chris Cartwright, TransUnion’s President and CEO, highlighted the company’s “strong results and raised guidance” as evidence of confidence in its data‑analytics business.
Following NCMI’s earnings release, market sentiment was cautious, reflecting the revenue miss despite an earnings beat. In contrast, TransUnion’s earnings beat and guidance raise generated a positive reaction, underscoring the company’s solid growth trajectory. The new partnership is expected to enhance NCMI’s value proposition to advertisers and may improve its future earnings outlook by adding a measurable, high‑engagement channel to its portfolio.
The collaboration signals a broader shift in the cinema advertising industry toward data‑driven, performance‑oriented solutions. By combining NCMI’s unique audience insights with TransUnion’s attribution technology, the two companies aim to deliver a more compelling offering to advertisers, potentially driving higher demand for cinema advertising and strengthening both firms’ competitive positions in the evolving media mix.
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