Nielsen Cinema and Screenvision Introduce First-Ever IMS Analytical Tool for Cinema Advertising

NEW YORK - (May 4, 2004)

CinemaCume ™ will allow media planners to instantly measure reach and frequency of cinema advertising

Nielsen Cinema and Screenvision, the world leader in cinema advertising and a joint venture of Thomson (Euronext: 18453) (NYSE: TMS) and ITV plc (FTSE: ITV), announced today the introduction of an IMS-developed application called CinemaCume ™ , the cinema advertising industry’s first comprehensive measurement application for reach and frequency of movie-going audiences.

CinemaCume ™ provides the reach and frequency analytics to support the integration of cinema schedules into client media plans by U.S. agency media planners. It will use data collected from the Nielsen Cinema Audience Report appended with Nielsen EDI theater admission weights. CinemaCume ™ is similar to the TeleCume ™ system, which uses the widely accepted IMS personal probability reach model. Screenvision is the first cinema advertising company in the U.S. to provide this valuable service to its clients. CinemaCume ™ will greatly benefit the cinema advertising industry, which according to the Initiative Futures Worldwide study "Sphere’s of Influence 2004," is growing at about 30 percent each year.

"CinemaCume ™ demonstrates Screenvision’s leadership role in developing this rapidly growing advertising medium," said Matthew Kearney, CEO of Screenvision. "The new tool allows our advertisers to have instant access to reach and frequency data to enable them to optimize their allocation of budget across all media including cinema."

CinemaCume ™ provides media planners with access to any demographic target that can be defined from the individual respondent’s demographic profile, limited only by sample size. It also provides an automated link to MediaMix, the IMS application that calculates cinema reach in conjunction with any other media.

"CinemaCume ™ is a powerful data integration tool that media planners can use to evaluate their cinema advertising efforts," said Craig Gugel, EVP of Worldwide Analytics and Strategy for IMS. "Media planners spend money in TV, radio and print because they are measurable and have common metrics and analytics that allow media planners to make quantitative comparisons across the board. Now, for the first time, they will be able to do this with cinema."

"IMS’s joint development of this tool with Screenvision is a prime example of VNU’s commitment toward establishing an industry standard for the measurement of cinema advertising effectiveness," said Paul Lindstrom, SVP, Nielsen Cinema. "We have taken our industry-leading expertise in the evaluation and measurement of audiences and applied it to the growing cinema advertising market."

About Nielsen Cinema

Nielsen Cinema is a unit of VNU Media Measurement and Information (MMI) Group. The Media Measurement & Information Group is the global leader in information services for the media and entertainment industries. Active in more than 40 major markets worldwide and powered by leading-edge technology and specialized expertise, the Group serves the information and marketing needs of the television and radio industries, advertisers, agencies, media planners, music companies, publishers, motion-picture studios, distributors and exhibitors, and the Internet industry. The Media Measurement & Information Group is part of VNU, one of the world’s leading media and information companies. The company employs over 35,000 people and has annual revenues of approximately EUR 4.3 billion. For further information go to: www.vnu.com

About Interactive Market Systems (IMS)

IMS, a VNU business, is the largest international provider of information systems for the advertising industry. IMS is expert in producing easy-to-use, yet sophisticated, media planning and analysis software to analyze both industry and proprietary research. With over 1,500 advertising agencies, advertisers, publishers, broadcasters, other media owners and researchers, IMS software forms an integral part of media and marketing decisions around the world every day.