Kia Motors’ Super Bowl Ad Back On The Big Screen In NCM Media Networks’ FirstLook

  Kia Motors’ Super Bowl Ad Back On The Big Screen In NCM Media Networks’

Teaser Ads Begin on Jan. 25, Full Commercial to Debut on Feb. 1 on Over 19,000
               NCM Movie Screens Nationwide Before the Big Game

Business Wire

CENTENNIAL, Colo. -- January 25, 2013

In a Super Bowl advertising blockbuster sequel, Kia Motors America (KMA) will
be back on the big screen for the premiere of its 2013 big game commercial.
The fast-growing automaker’s complete 60-second “Space Babies” ad for the
redesigned 2014 Sorento CUV will premiere on Feb. 1 on more than 19,000 movie
screens nationwide in NCM Media Networks’ FirstLook pre-show program before
airing on TV during the game.

To build anticipation for its Super Bowl spot’s cinema debut, Kia will kick
things off with 15-second teaser ads in movie theaters on Jan. 25. The teaser
and full spot will run in NCM’s new Big Game Ad Showcase, a premium placement
pod designed to give audiences a preview of the best in Super Bowl

Set to air in the fourth quarter of Super Bowl XLVII and directed by Jake
Scott, “Space Babies” reveals the existence of a faraway planet known as
“Babylandia” and follows infant boys, girls, dogs, pandas and more on their
journey to Earth to join their new families. After taking it all in, the
curious child begins to offer an alternative theory passed on by a friend but
his quick-thinking father calls upon UVO’s voice-activated jukebox feature to
hurriedly change the subject and survive another day in the adventures of

Kia’s cinema launch strategy builds on the tremendous success Kia enjoyed last
year when it became the first spot advertiser to ever premiere its spot on the
silver screen before the big game. The NCM Media Networks and Nielsen NRG
conducted a custom research study of consumers who had seen the Kia Optima
commercial last year both in theaters as well as in the Super Bowl, and the
positive effect of the combination of TV and cinema on the audience was

Cinema Boosted Ad Recall

  *While 46-percent of people who saw the Kia ad in the Super Bowl were able
    to recall it unaided, that number jumped to 70 percent Unaided Recall for
    people who saw it both in NCM’s FirstLook at the movies and in the Super
  *Cinema plus TV resulted in a 52 percent Unaided Recall increase, vs. TV
  *When it came to Total Recall (Aided + Unaided), the combination of cinema
    plus TV resulted in 95 percent Total Recall of the ad by people who saw it
    both in NCM’s FirstLook at the movies and in the Super Bowl.

Cinema Boosted Intent to Purchase, Likability, and Positive Opinion of the

  *People who saw the ad both in NCM’s FirstLook and in the Super Bowl were
    39 percent more likely to consider purchasing a Kia than people who only
    saw the ad in the Super Bowl alone. The combination of cinema plus TV also
    resulted in significant increases in ad likability and positive opinion of
    the Kia brand in general.

“Kia’s blockbuster success as the first Super Bowl advertiser to ever premiere
in cinema was the perfect set-up for a sequel this year,” said Cliff Marks,
president of sales and marketing with NCM Media Networks. “The NCM Cinema
Network is the number one network in the country on weekends, so the audiences
flocking to our theaters on the Friday and Saturday before the big game will
get to be the first to experience this fun commercial. Our 40-foot big screens
certainly help to build brand buzz, and when smart advertisers like Kia use
them in combination with TV, it can have a major impact on campaign ROI.”

“Launching Kia’s Super Bowl commercial in NCM’s FirstLook for the second
consecutive year builds on last year’s tremendous success where we saw a
noteworthy lift in purchase consideration and equally important, it created
early buzz before more than 100 million people saw it during the big game,”
said Michael Sprague, executive vice president, marketing & communications,

About National CineMedia (NCM)

NCM operates NCM Media Networks, a leading integrated media company reaching
U.S. consumers in movie theaters, online and through mobile technology. The
NCM Cinema Network and NCM Fathom Events present cinema advertising and events
across the nation’s largest digital in-theater network, comprised of theaters
owned by AMC Entertainment Inc., Cinemark Holdings, Inc. (NYSE: CNK), Regal
Entertainment Group (NYSE: RGC) and other leading regional theater circuits.
NCM’s theater advertising network covers 183 Designated Market Areas® (49 of
the top 50) and includes over 19,300 screens (over 18,400 digital). During
2011, approximately 680 million patrons (on an annualized basis) attended
movies shown in theaters in which NCM currently has exclusive, cinema
advertising agreements in place. The NCM Fathom Events live digital broadcast
network (“DBN”) is comprised of over 720 locations in 170 Designated Market
Areas® (including all of the top 50). The NCM Interactive Network offers
360-degree integrated marketing opportunities in combination with cinema,
encompassing 41 entertainment-related websites, online widgets and mobile
applications. National CineMedia, Inc. (NASDAQ: NCMI) owns a 48.6% interest in
and is the managing member of National CineMedia LLC. For more information,

About Kia Motors America

Kia Motors America is the marketing and distribution arm of Kia Motors
Corporation based in Seoul, South Korea. KMA offers a complete line of
vehicles through more than 765 dealers throughout the United States and serves
as the "Official Automotive Partner" of the NBA and LPGA. In 2012, KMA
recorded its best-ever annual sales total and gained U.S. market share for the
18th consecutive year. Kia is poised to continue its momentum and will
continue to build the brand through design innovation, quality, value,
advanced safety features and new technologies.

Information about Kia Motors America and its full vehicle line-up is available
at its website – For media information, including
photography, visit


NCM Media Networks
Amy Jane Finnerty, 212-931-8117
Zeno Group for Kia Motors America
Amy Corsinita, 949-468-4818
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