National CineMedia Expands Programmatic Inventory via Vistar Media Partnership

National CineMedia (NCMI) has partnered with Vistar Media to expand its programmatic inventory for cinema advertising. The partnership will enable more efficient buying options for advertisers and enhance NCM's data-driven solutions. NCM's programmatic revenue has grown rapidly since introducing self-serve automated inventory buying in 2024. The partnership aims to blend compelling brand storytelling with precise audience targeting.

National CineMedia (NCM), the largest cinema advertising platform in the U.S., has announced a strategic partnership with Vistar Media to expand its programmatic inventory for cinema advertising. This collaboration aims to offer advertisers more efficient buying options and enhance NCM's data-driven solutions.

The partnership allows NCM to provide its premium, in-theater video advertising inventory to programmatic buyers through Vistar's supply-side platform (SSP). This move follows NCM's introduction of programmatic and self-serve automated inventory buying in 2024, which has led to a significant increase in programmatic revenue. In the first quarter of 2025, NCM saw continued accelerated growth in its programmatic revenue, highlighting the value of flexible buying options [1].

Manu Singh, Chief Data and Innovation Officer at NCM, commented on the partnership, stating, "Cinema advertising delivers the kind of audience engagement and measurable outcomes that other media channels strive to achieve – and this is where powerful brand storytelling comes to life. As programmatic ad spend continues to grow, we are focused on making cinema media buying as intuitive, data-driven, and effective as possible. Partnering with Vistar is a strategic action that will allow advertisers streamlined access to our premium inventory, ensuring that compelling storytelling meets precision targeting at scale" [1].

Vistar Media's Senior Director, Supply Partnerships, Ian Brecher, expressed excitement about the partnership, stating, "It’s been a long time in the making, but we’re super excited to finally offer NCM inventory to Vistar’s buyer community. The ability for brands to show their creatives on the big screen in America’s most visited movie theaters creates a unique opportunity to reach a very attentive audience out in the physical world" [1].

NCM's suite of data-driven solutions, including NCMx’s Boost, Boomerang, and Bullseye, will enable programmatic ad buyers to extend their reach and more effectively target audiences. These tools allow advertisers to create localized, custom advertisements, understand real-time behavioral data points, activate audiences in theaters, and retarget audiences long after they’ve left the theater [1].

This partnership is expected to further cement NCM's position as a leading cinema advertising platform, offering advertisers a more efficient and effective way to reach coveted cinema audiences.

References:
[1] https://www.boxofficepro.com/national-cinemedia-expands-programmatic-inventory-through-new-partnership-with-vistar-media/
[2] https://www.tradingview.com/news/reuters.com,2025:newsml_TUA9PWSPS:0-national-cinemedia-expands-programmatic-inventory-through-new-partnership-with-vistar-media/
[3] https://www.stocktitan.net/news/NCMI/national-cine-media-expands-programmatic-inventory-through-new-hm3u87qrb0hi.html