DCM AUDIENCE INSIGHTS ABC 1 WOMEN ABC 1

DCM AUDIENCE INSIGHTS ABC 1 WOMEN

ABC 1 WOMEN: 4 FAST FACTS 2 1 85% ARE CINEMAGOERS 3 32% OF ALL UK CINEMA ADMISSIONS 54. 3 MILLION ADMISSIONS 6. 9 4 VISITS PER YEAR Source: 1. TGI GB 2017 Q 1 - up 12% 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? Value friends and family time Unwind time Appreciate good quality Quality time out Want to treat themselves Social activity

ABC 1 WOMEN SPEND 3 HOURS 48 MINUTES PER DAY CONSUMING AV SOURCE: IPA TOUCHPOINTS 2016

AV CONSUMPTION How it breaks down for ABC 1 Women 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 WOMEN 2 hours 38 minutes 59 minutes 7 minutes AVERAGE TIME PER DAY 16+ ADULTS 2 hours 58 minutes 55 minutes 8 minutes Source: IPA Touchpoints 2016

AV CONSUMPTION ABC 1 Women are more likely to be light commercial TV viewers and users of services such as i. Player and Netflix 67% of ABC 1 women are ‘Light Commercial TV Viewers’ 27% 14% of ABC 1 women have used BBC i. Player in last 4 weeks of ABC 1 women have used Netflix in last 4 weeks (Ix. 111) (Ix. 109) KEY TV SHOWS FOR ABC 1 WOMEN The Great British Bake Off Index: 149 Britain’s Got Talent Index: 110 The X Factor Index: 117 Coronation Street Index: 113 Source: IPA Touchpoints 2016 & GB TGI Q 2 2017

FILM REMAINS A PASSION POINT FOR ABC 1 WOMEN 51% 40% …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 WOMEN

WHY DO ABC 1 WOMEN GO TO THE CINEMA? 68% 73% “Cinema lets me escape from the demands of everyday life” (Index: 119) “I get completely absorbed into the story when I watch a film at the cinema” (Index: 119) Source: FAME 2016

AT THE CINEMA Here’s who they go with… 2. 6 AVERAGE GROUP SIZE 32% 40% ATTEND WITH THEIR PARTNER GO WITH FAMILY Source: FAME 2016

THE ADS AND TRAILERS ARE PART OF THE EXPERIENCE 93% 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% 62% 64% 60% Positive emotions Source: IPA Touch. Points 2016. % of all time spent consuming each media associated with positive emotions

HOW TO REACH THEM Top upcoming releases for ABC 1 Women DRAMA FAMILY ROMANCE THRILLERS Victoria & Abdul The LEGO Ninjago Movie The Mountain Between Us Flatliners mother! Paddington 2 Breathe The Snowman Murder on the Orient Express Coco Fifty Shades Freed Red Sparrow

ABC 1 FEMALE CINEMAGOERS LOVE ‘AWARDS SEASON’ Key premium titles released during ‘awards season’ are a great way of reaching an affluent female audience 28% of ABC 1 women agree that they’re more likely to see a film at cinema if it’s nominated for Oscars or BAFTAs (Index: 115) Brooklyn Carol La La Land 79% ABC 1 / 65% Female 78% ABC 1 / 68% Female 76% ABC 1 / 64% Female Source: FAME 2016. Audience Profiles: CAA Film Monitor.

AFTER THE FILM Here’s what they do after the credits roll… 35% 13% 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 41% MORE LIKELY TO AGREE THAT THEY SPEND A LOT ON CLOTHES 39% MORE LIKELY TO AGREE THEY SPEND A LOT OF MONEY ON TOILETS/COSMETICS 62% AGREE THEY LOVE PLANNING HOLIDAYS 69% AGREE THEY ARE MORE AWARE OF PERSONAL FINANCE THAN THEY USED TO BE Source: GB TGI Q 1 2017. Base: ABC 1 Female cinemagoers 1/3. vs. average UK adult 2. Index vs. average UK adult: 123 4. Index 106

TOOLKIT

HOW TO BUY CINEMA Reaching ABC 1 Women AGP ADULT AGP (18+) PREM AGP Ratecard CPT £ 60 £ 65 £ 70 FILM PACK Ratecard CPT £ 80 £ 100 Non-blockbuster Blockbuster Ratecard CPT £ 120 Super Blockbuster

TOOLKIT AGP - Audience Reach – ABC 1 Women REACH TIME PERIOD AUDIENCE (000’S) REACH % FREQUENCY 1 WEEK 1045 8 1. 00 1 MONTH 2885 22 1. 45 2 MONTHS 4351 33 1. 92 3 MONTHS 5270 40 2. 38 4 MONTHS 5902 45 2. 83 5 MONTHS 6363 48 3. 28 6 MONTHS 6859 52 3. 96 12 MONTHS 7936 60 6. 85 Source: CAA Film Monitor Coverage & Frequency 2016