{"id":62789,"date":"2026-07-29T08:00:05","date_gmt":"2026-07-29T15:00:05","guid":{"rendered":"https:\/\/www.kochava.com\/?p=62789"},"modified":"2026-07-31T09:18:31","modified_gmt":"2026-07-31T16:18:31","slug":"the-seat-map-knows-how-ctv-advertising-drives-measurable-movie-ticket-sales","status":"publish","type":"post","link":"https:\/\/www.kochava.com\/ru\/blog\/seat-map-knows-how-ctv-advertising-drives-measurable-movie-ticket-sales\/","title":{"rendered":"The Seat Map Knows: How CTV Advertising Drives Measurable Movie Ticket Sales"},"content":{"rendered":"[vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” row_position_desktop=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” flex_gap_desktop=”10px” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” flex_gap_desktop=”10px” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”” text_direction=”default”]\r\n

The closed-loop attribution model ending the awareness-only era of entertainment marketing<\/h2>\r\n[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” flex_gap_desktop=”10px” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”” text_direction=”default”]\r\n\r\n
TL;DR Summary<\/strong>\r\nCTV has long been one of movie marketing\u2019s most powerful mediums, though it has struggled to prove it. In a recent Kochava webinar<\/a>, executives from Fandango, NBCUniversal, and VIZIO Ads unpacked how closed-loop measurement is changing this by connecting streaming impressions to Fandango\u2019s purchase funnel, including the seat map signal that captures intent before a ticket is bought. The results from live campaigns\u2014measured across more than a billion streaming impressions\u2014establish CTV movie ticket attribution as a performance channel to rival search and social. The infrastructure is live with a growing cohort of CTV OEMs and tier-one publishers. Contact the Kochava team<\/a> to learn more.<\/summary><\/details>[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” flex_gap_desktop=”10px” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”” text_direction=”default”]\r\n

Friday Night, Row 3, Seats 10 and 11<\/h2>\r\nThree weeks before opening weekend, a Wednesday night, on a couch somewhere in suburban America.\r\n\r\nHe\u2019s midway through a streaming series when the trailer hits. Sixty seconds of score and spectacle, with a prominent release date. He sets the remote down, just knowing\u2014the way you know when something is worth a Friday night and a babysitter\u2014that he\u2019s going to see this one in a theater.[\/vc_column_text][vc_column_text css=”.vc_custom_1785342605572{margin-top: 25px !important;}” text_direction=”default”]\"\"Over the next two weeks, the movie keeps finding him. A full-screen ad while he\u2019s paused on the couch. A recommendation the following Saturday morning while he\u2019s scrolling at the espresso stand. Come Thursday of opening week, he\u2019s on a ticketing app, pulling up a theater seat map, picking two seats together in the center of Row 3.[\/vc_column_text][vc_column_text css=”.vc_custom_1785188013107{margin-top: 25px !important;}” text_direction=”default”]Friday night, the lights go down. The sound hits before anything else. Two hours and change later, he knows it was worth the babysitter. Easily.\r\n\r\nAnd somewhere in a dashboard he\u2019ll never see, a chain of signals has resolved\u2014the trailer, pause ad, home screen, seat map, ticket\u2014connected and attributed, for the first time, all the way back to the screen that started it.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” flex_gap_desktop=”10px” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”” text_direction=”default”]\r\n

The Awareness Alibi<\/h2>\r\nFor as long as movie studios have bought connected television advertising, CTV\u2019s role in the funnel has been treated as obvious but unverifiable. Trailers build excitement. Premium inventory drives consideration. Audiences show up. Everyone believes this; almost no one has been able to prove it.\r\n\r\nThe structural problem isn\u2019t creative quality or audience scale, but rather the gap between impression and transaction. A viewer sees a trailer on a streaming platform Wednesday night. By Saturday\u2014after two more touchpoints, a conversation with friends over coffee, and a search\u2014they buy a ticket. Search gets the credit. Just because it happened to be standing at the door when the sale came through.\r\n\r\nThis is the last-click mythology that has quietly distorted entertainment advertising budgets for a generation. And it has a specific consequence: CTV, arguably the most contextually powerful medium for movie marketing, has been systematically undervalued because the infrastructure to connect exposure to outcome hasn\u2019t existed. The result is a CTV movie ticket attribution gap that has quietly cost studios real budget clarity for years.\r\n\r\nIn April 2026, an expert panel convened by Kochava set out to unpack exactly how the infrastructure is now being built\u2014and what it\u2019s already proving. The session, From Big Screens to Every Screen: Modern Measurement & Outcomes in Entertainment Advertising<\/strong><\/a>, brought together Ryan Woodhatch<\/a>, Sr. Director of Sales and Data Partnerships at Fandango<\/a>; Mike Hood<\/a>, SVP of Partnership Product Sales at NBCUniversal<\/a>; Margaret Murphy<\/a>, Sr. Manager of Media Insights and Analytics at VIZIO Ads<\/a>; and Jason Howell<\/a>, VP of Publisher Solutions at Kochava, to frame both the architecture of the solution and the stakes of getting it right.\r\n\r\nWhat they describe isn\u2019t a roadmap. It\u2019s a working system.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”center” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”padding-3-percent” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” flex_gap_desktop=”10px” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color=”#00165c” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” font_color=”#ffffff” column_shadow=”none” column_border_radius=”20px” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” column_padding_type=”default” gradient_type=”default”][vc_column_text css=”” text_direction=”default” el_class=”callout_blog-dark” max_width=”800″]\r\n

The full session is available for viewing on demand<\/a>\u2014and well worth\r\nthe time.<\/strong><\/h4>\r\n[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” flex_gap_desktop=”10px” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”.vc_custom_1785454299758{margin-top: 25px !important;}” text_direction=”default”]\r\n

The Declared Intent to Purchase<\/h2>\r\n\"\"Fandango has spent 25 years becoming the default infrastructure for theatrical ticketing, spanning 90% of US theaters and all major chains, processing the largest volume of digital ticket sales in the industry. This footprint creates something no other platform in the entertainment advertising ecosystem can offer: a deterministic view of the consumer at the precise moment they decide to go to the movies.\r\n\r\nThe signal that matters most inside this ecosystem is specific. Not the movie overview page, though that does matter; not the purchase confirmation, though that\u2019s the finish line. It\u2019s the seat map<\/strong>\u2014the moment a viewer selects a showtime, opens a theater layout, and chooses where to sit. This is the action that represents declared intent. Woodhatch cites the data: 30\u201350% of the entire US box office reaches the seat map in their movie preplanning process.\r\n\r\nWoodhatch explains that Fandango’s position at the point of purchase \u201callows us to connect that ticket sale to media exposures.\u201d The goal, he adds, is to \u201cexpand that measurement to include CTV and other platforms, so studios and publishers can just become smarter about how they spend their dollars across these platforms.\u201d\r\n\r\nThe seat map always knew who was going to show up. The question was whether anyone could connect it back to the screen that first inspired them.\r\n\r\nAtlas Performance by Kochava<\/a> enables this connection. The framework creates a secure, dedicated measurement environment for each media partner\u2014taking campaign impressions from a CTV publisher, mapping them against Fandango\u2019s full funnel of conversion events, and attributing within consistent lookback windows applied uniformly across every partner in real time. When one publisher reports ROAS and another reports ticket purchases, they\u2019re running through the same methodology. This uniformity turns individual data points into something a studio or agency can actually act on\u2014and trust.\r\n\r\nHowell frames the larger ambition simply: the framework is, for the first time, \u201cgiving these really important media partners access to that insight so they can ultimately make your campaigns perform better or partner more closely with you as a partner.\u201d[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” top_padding=”20″ text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” centered_text=”true” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” column_padding_type=”default” content_layout=”default” gradient_type=”default”][image_with_animation image_url=”62796″ image_size=”full” max_width=”custom” animation_type=”entrance” animation=”None” animation_movement_type=”transform_y” hover_animation=”none” alignment=”center” border_radius=”none” box_shadow=”none” image_loading=”default” max_width_custom=”1200″][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” flex_gap_desktop=”10px” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”” text_direction=”default”]\r\n

CTV Movie Ticket Attribution: What 18 Months of Data Looks Like<\/h2>\r\nNBCUniversal has been running this measurement framework with Fandango and Kochava for approximately 18 months\u2014long enough to accumulate more than a billion streaming impressions, long enough to move from hypothesis to conviction.\r\n\r\nThe numbers challenged assumptions:\r\n