The CIM awards the new cinema study to Profacts

Following a selection procedure, the CIM has entrusted Profacts with conducting the new cinema audience measurement study. This study will provide updated data on cinema attendance and audience profiles in Belgium. As a result, the Belgian market will once again have access to reliable and relevant audience data for the cinema sector.

With this new study, the CIM reaffirms its commitment to providing advertisers, media agencies, exhibitors, and other market stakeholders with independent, high-quality media data. In recent years, cinema was the only medium for which no recent audience study was available.

“The Technical Commission was convinced by Profacts’ proposal, which fully met the specifications and, in addition, offers a flexible tool for data access,” says Nathalie L’Hoir, Managing Director of UM and Chairman of the CIM Cinema Technical Committees. “I am particularly pleased that the cinema medium will once again benefit from an audience measurement study.”

The new cinema study will provide a detailed picture of cinema attendance in Belgium, including visit frequency, audience profiles, and other relevant insights to support the market in media planning, evaluation, and strategic decision-making.

This collaboration has also been warmly welcomed at Profacts.
“We are delighted that the CIM has placed its trust in Profacts for this study,” says Carine Vaeremans, CEO of Profacts. “This project aligns perfectly with our expertise and our ambition to continue strengthening media research in Belgium. Together with the CIM, we aim to develop a rigorous, future-oriented research methodology that meets the needs of the market.”

Through this collaboration, the CIM and Profacts are taking an important step toward a renewed and sustainable measurement of cinema audience data in Belgium.