DCM will take over the contract, which is currently held by Pearl & Dean, from 12 December, and will see DCM cover 81% of cinemas in the UK, representing 3,107 screens at 485 sites.
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Jan Gooding, who is also chair of the Publishers Audience Measurement Company, PAMCo, has now publicly called on digital players to be subjected to audits that match the scrutiny of traditional media.
GroupM chairman Irwin Gotlieb explains why TV can win marketing budgets previously used for trade promotion.
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