NCM-Strata Puts Cinema Ads In Spot System

In a deal with media software company Strata, National CineMedia will allow agencies and marketers to buy cinema advertising in the TV spot marketplace for the first time. NCM, a national network of 20,050 movie screens in 1,600 theaters in 187 DMAs, says its in-theater media inventory is expected to be available in the Strata system by mid-year. The deal will allow marketers to plan, purchase and bill NCM media through Strata in the top 25 DMAs.