Economic Impact Study: Moviegoing as an Indicator of Spend

NCM recently released a breakthrough new report that shows a predictive relationship between moviegoing and 2x consumer spend on day of movie experience. NCM collaborated with Affinity Solutions on the analysis which is called Economic Impact Study: Moviegoing as an Indicator of Spend. 

The study was based on over 100 million Affinity consumers and the more than 8 million NCM moviegoers each week. It analyzed the spending habits of attendees of two of the biggest blockbusters of 2022, Dr. Strange in the Multiverse of Madness and Top Gun: Maverick. The study showed moviegoers go into a “shopping spree” mindset on around the movie day experience with 2x consumer spend compared to non-moviegoers. It also illuminated clear differences in consumer behavior between Gen Z and Young Millennials and the older Gen X and Boomer population in terms of brand preferences and spending activity.

The key takeaways:

• Moviegoers are highly active consumers, demonstrating two times elevated spend compared to non-moviegoers - spending more and spending more frequently – across key categories such as retail, dining, travel, and automotive.
• Movie attendance overall triggers a spending spree. 
  • Regardless of what day the attendees went to the movies, these consumers spent more at bars and restaurants and on sporting goods, apparel, and digital content than those who stay home.
• Different movies appeal to different consumers and impacts how they spend. 
  • Dr. Strange viewers (Gen Z and Millennials) spent more on flowers, jewelry, and online gaming. Top Gun: Maverick viewers (Gen X and Boomers) spent more on appliances and landscaping.
• All moviegoers drive significant incremental spendbut differ when it comes to their preferred brands. For example:
  • Delta, T-Mobile, and McDonalds showed incremental sales lift for attendees of Dr. Strange.
  • Amazon, United Airlines and Disney showed incremental sales lift for attendees of Top Gun: Maverick.