DCM AUDIENCE INSIGHTS MAIN SHOPPER WITH CHILDREN MAIN

DCM AUDIENCE INSIGHTS MAIN SHOPPER WITH CHILDREN

MAIN SHOPPER WITH CHILDREN: 4 FAST FACTS 2 1 90% ARE CINEMAGOERS 3 21% OF ALL UK CINEMA ADMISSIONS 36 MILLION ADMISSIONS 5. 6 4 VISITS PER YEAR Source: 1. TGI GB 2017 Q 1 - up 34% 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? Difficult to balance busy life Affordable family activity Love their family time Quality bonding time Happy kids = happy parents Entertainment for kids

MAIN SHOPPER WITH CHILDREN SPEND 3 HOURS PER DAY CONSUMING AV SOURCE: IPA TOUCHPOINTS 2016

AV CONSUMPTION How it breaks down for main shoppers with children LIVE TV BBC, ITV, C 4, Sky 1 LONG FORM VOD Netflix, i. Player, All 4 etc. SHORT FORM ONLINE VIDEO You. Tube, Facebook etc. AVERAGE TIME PER DAY 2 hours 42 minutes MAIN SHOPPERS WITH CHILDREN 44 minutes 23 minutes AVERAGE TIME PER DAY 16+ ADULTS 42 minutes 30 minutes 3 hours 10 minutes Source: IPA Touchpoints 2016

AV CONSUMPTION Almost 6 in 10 main shoppers with children are light commercial TV viewers and they are more likely to use services such as Netflix 59% of Main Shoppers with Children are ‘Light Commercial TV Viewers’ 33% of Main Shoppers with Children have watched live TV online in last year (Ix: 113) 17% of Main Shoppers with Children have used Netflix in last 4 weeks (Ix: 134) KEY TV SHOWS FOR MAIN SHOPPERS WITH CHILDREN The Great British Bake Off Index: 124 Britain’s Got Talent Index: 136 I’m A Celebrity: Get Me Out Of Here Index: 139 Gogglebox Index: 131 Source: IPA Touchpoints 2016 & GB TGI Q 2 2017

FILM REMAINS A PASSION POINT 73% …Used an online film service in the past 3 months CINEMA FUELS THEIR FILM HABIT FURTHER! Source: FAME 2016

LET’S GO TO THE CINEMA WITH… MAIN SHOPPER WITH CHILDREN

IN THE CINEMA FOYER Here’s what they’re doing… 2. 8 69% AVERAGE GROUP SIZE 55% GO WITH FAMILY SPENT MONEY ON FOOD/DRINK 48% BROWSE THE INTERNET ON THEIR PHONE WHILE WAITING Source: FAME 2016

WHAT ARE THEY DOING ON THEIR PHONES? 49% have shared their cinema experience socially Source: FAME 2016

THE ADS AND TRAILERS ARE PART OF THE EXPERIENCE 94% 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 87% 56% 61% 55% Positive emotions Source: IPA Touch. Points 2016. % of all time spent consuming each media associated with positive emotions

MAIN SHOPPER WITH CHILDREN HELP DRIVE THE BOX OFFICE

MAIN SHOPPERS HELP DRIVE THE BOX-OFFICE… 49% Go to the cinema within a week of film opening (Index: 132) Source: FAME 2016

WHY DO MAIN SHOPPERS GO TO THE CINEMA? 64% “A trip to the cinema lets me escape from the demands of everyday life” (Index: 111) 64% “Cinema is a great way to spend quality time with family and friends” (Index: 122) Source: FAME 2016. Base: Main Shoppers with children

HOW TO REACH THEM Top upcoming releases for Main Shoppers with children ACTION ADVENTURE ANIMATION FAMILY ROMANCE Kingsman: The Golden Circle The LEGO Ninjago Movie Paddington 2 Mountain Between Us Star Wars: The Last Jedi Coco Daddy’s Home 2 Breathe Tomb Raider Early Man Jumanji: Welcome to the Jungle Fifty Shades Freed

AFTER THE FILM Here’s what they do after the credits roll… 57% 31% 29% Went for food and/or drink (Index: 153) Went grocery shopping (Index: 199) Went non-grocery shopping (Index: 207) Source: FAME 2016. Activities do immediately after / on same day as cinema visit

KEY CATEGORY INSIGHTS 54% AGREE THAT THEIR FAMILY SPENDS A LOT ON FOOD 33% AGREE THAT THEY WHEN THEY SEE A NEW BRAND THEY OFTEN BUY IT TO SEE WHAT IT’S LIKE 73% AGREE THEY ARE MORE AWARE OF PERSONAL FINANCE THAN I USED TO BE 59% AGREE THEY ARE ALWAYS LOOKING FOR NEW IDEAS TO IMPROVE THEIR HOME Source: GB TGI Q 1 2017. Base: Main shopper with children who are cinemagoers 1. Index vs. average UK adult: 143 2. Index 111 3. Index 158 4. Index 145

TOOLKIT

HOW TO BUY CINEMA Reaching Main Shoppers with Children AGP FAMILY AGP Ratecard CPT £ 60 £ 34 FILM PACK Ratecard CPT £ 80 £ 100 Non-blockbuster Blockbuster Ratecard CPT £ 120 Super Blockbuster Source: CAA Film Monitor Coverage & Frequency 2016

TOOLKIT AGP - Audience Reach – Main Shopper with Children REACH TIME PERIOD AUDIENCE (000’S) REACH % FREQUENCY 1 WEEK 691 6 1. 00 1 MONTH 1940 17 1. 43 2 MONTHS 3015 26 1. 83 3 MONTHS 3748 33 2. 21 4 MONTHS 4288 38 2. 58 5 MONTHS 4707 41 2. 94 6 MONTHS 5190 44 3. 46 12 MONTHS 6388 56 5. 63 Source: CAA Film Monitor Coverage & Frequency 2016