DCM AUDIENCE INSIGHTS ABC 1 ADULTS ABC 1
DCM AUDIENCE INSIGHTS ABC 1 ADULTS
ABC 1 ADULTS: 4 FAST FACTS 2 1 83% ARE CINEMAGOERS 3 60% OF ALL UK CINEMA ADMISSIONS 103 MILLION ADMISSIONS 6. 6 4 VISITS PER YEAR Source: 1. TGI GB 2017 Q 1 - up 9% from 2011 (Source: TGI GB Q 1 2012) 2 -4. CAA Film Monitor Coverage & Frequency 2016
GETTING TO KNOW THEM WHO ARE THEY? WHAT DOES CINEMA MEAN TO THEM? Busy but value family time Escapism Happy to pay more for quality Best place to watch films Want to be respected by their peers Social capital
ABC 1 ADULTS SPEND 3 HOURS 47 MINUTES PER DAY CONSUMING AV SOURCE: IPA TOUCHPOINTS 2016
AV CONSUMPTION How it breaks down for ABC 1 adults LIVE TV BBC, ITV, C 4, Sky 1 CATCH UP / ON DEMAND ONLINE VIDEO Netflix, i. Player, All 4, Sky+ etc. You. Tube, Facebook etc. AVERAGE TIME PER DAY ABC 1 ADULTS 2 hours 36 minutes 57 minutes 8 minutes AVERAGE TIME PER DAY 16+ ADULTS 2 hours 58 minutes 55 minutes 8 minutes Source: IPA Touchpoints 2016
AV CONSUMPTION ABC 1 adults are more likely to be light commercial TV viewers and spend more time using services such as Netflix 67% of ABC 1 adults are ‘Light Commercial TV Viewers’ 32% 15% of ABC 1 adults have watched live TV online in last year of ABC 1 adults have used Netflix in last 4 weeks (Ix. 108) (Ix. 112) KEY TV SHOWS FOR ABC 1 ADULTS The Great British Bake Off Index: 111 Game Of Thrones Index: 110 Grand Designs Index: 109 Midsomer Murders Index: 104 Source: IPA Touchpoints 2016 & GB TGI Q 2 2017
FILM REMAINS A PASSION POINT FOR ABC 1 ADULTS 53% 45% …Used an online film service in the past 3 months …Bought a DVD/Blu-Ray in past 3 months CINEMA FUELS THEIR FILM HABIT FURTHER! Source: FAME 2016
LET’S GO TO THE CINEMA WITH… ABC 1 ADULTS
AT THE CINEMA Here’s what they’re doing… 2. 5 28% AVERAGE GROUP SIZE 27% GO WITH FRIENDS GO WITH FAMILY 44% ATTEND WITH THEIR PARTNER Source: FAME 2016
THE ADS AND TRAILERS ARE PART OF THE EXPERIENCE 92% Make sure they’re seated before anything is on screen (ever) Source: FAME 2016
THE BIG SCREEN CREATES BIG EMOTIONS
CINEMA CREATES POSITIVE EMOTIONS CINEMA LIVE TV LONGFORM VOD SHORT ONLINE VIDEO More than any other AV channel 85% 64% 65% 62% Positive emotions Source: IPA Touch. Points 2016. % of all time spent consuming each media associated with positive emotions
ABC 1 ADULTS HELP DRIVE THE BOX OFFICE
ABC 1 ADULTS HELP DRIVE THE BOX-OFFICE… 62% Go to the cinema within two weeks of film opening Source: FAME 2016
WHY DO ABC 1 ADULTS GO TO THE CINEMA? 70% 68% “You can’t replicate the cinema experience on a TV/laptop/tablet/mobile” (Index: 116) “I get completely absorbed into the story when I watch a film at the cinema” (Index: 112) Source: FAME 2016
HOW TO REACH THEM Top upcoming releases for ABC 1 Adults ACTION ADVENTURE ARTHOUSE SCI-FI & FANTASY THRILLERS Kingsman: The Golden Circle God’s Own Country Valerian and the City of a Thousand Planets Atomic Blonde Jumanji: Welcome To The Jungle Borg/Mc. Enroe The Dark Tower The Snowman Gringo Loving Vincent Maze Runner: The Death Cure The Limehouse Golem
ABC 1 ADULTS LOVE ‘AWARDS SEASON’ Key premium titles released during ‘awards season’ are a great way of reaching an affluent adult audience 29% of ABC 1 adults agree that they’re more likely to see a film at cinema if it’s nominated for Oscars or BAFTAs (Index: 118) Spotlight 12 Years A Slave The Revenant 81% ABC 1 71% ABC 1 68% ABC 1 Source: FAME 2016. Audience Profiles: CAA Film Monitor.
AFTER THE FILM Here’s what they do after the credits roll… 40% 17% 16% Went for food and/or drink Went grocery shopping Went non-grocery shopping Source: FAME 2016. Activities do immediately after / on same day as cinema visit
KEY CATEGORY INSIGHTS 32% INTEND TO BUY A VEHICLE IN THE NEXT TWO YEARS 20% MORE LIKELY TO AGREE THAT THEY SPEND A LOT ON CLOTHES 53% AGREE THEY TRY TO KEEP UP WITH DEVELOPMENTS IN TECHNOLOGY 43% AGREE THEY TRY TO GO SOMEWHERE DIFFERENT ON HOLIDAY EVERY TIME Source: GB TGI Q 1 2017. Base: ABC 1 adult cinemagoers 1. Index vs. average UK adult: 117 2. Index 116 3. vs. average UK adult 4. Index: 120
TOOLKIT
HOW TO BUY CINEMA Reaching ABC 1 Adults AGP ADULT AGP (18+) PREM AGP Ratecard CPT £ 60 £ 65 £ 70 FILM PACK Ratecard CPT Non-blockbuster Blockbuster £ 80 £ 100 Ratecard CPT £ 120 Super Blockbuster Source: CAA Film Monitor Coverage & Frequency 2016
TOOLKIT AGP - Audience Reach – ABC 1 Adults REACH TIME PERIOD AUDIENCE (000’S) REACH % FREQUENCY 1 WEEK 1985 8 1. 00 1 MONTH 5387 20 1. 47 2 MONTHS 8130 31 1. 95 3 MONTHS 9893 38 2. 41 4 MONTHS 11137 42 2. 85 5 MONTHS 12072 46 3. 29 6 MONTHS 13122 50 3. 93 12 MONTHS 15644 59 6. 60 Source: CAA Film Monitor Coverage & Frequency 2016
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