Dcm audience insights ABC1 WOMEN

32% of all UK cinema admissions abc1 women: 4 fast facts 2 1 85% are cinemagoers 54.3 million admissions 6.9 3 32% of all UK cinema admissions 4 Visits per year Source: 1. TGI GB 2017 Q1 - up 12% from 2011 (Source: TGI GB Q1 2012) 2-4. CAA Film Monitor Coverage & Frequency 2016

Who are they? GETTING TO KNOW THEM 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

abc1 women SPEND 3 HOURS 48 MINUTES PER DAY CONSUMING AV Source: IPA TouchPoints 2016

Netflix, iPlayer, All 4, Sky+ etc. av consumption How it breaks down for ABC1 Women Live tv BBC, ITV, C4, Sky 1 CATCH UP/ ON DEMAND Netflix, iPlayer, All 4, Sky+ etc. online video YouTube, Facebook etc. Average time per day Abc1 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

The Great British Bake Off av consumption ABC1 Women are more likely to be light commercial TV viewers and users of services such as iPlayer and Netflix 67% of ABC1 women are ‘Light Commercial TV Viewers’ 27% of ABC1 women have used BBC iPlayer in last 4 weeks (Ix. 111) 14% of ABC1 women have used Netflix in last 4 weeks (Ix. 109) KEY TV SHOWS FOR ABC1 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 Q2 2017

FILM REMAINS A PASSION POINT FOR ABC1 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… abc1 WOMEN

Why do ABC1 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

40% 2.6 average group sIze 32% AT the cinemA ATTEND WITH THEIR PARTNER Here’s who they go with… 40% 2.6 average group sIze ATTEND WITH THEIR PARTNER 32% 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 More than any other AV channel cinema Live tv Longform vod Short online video 85% 62% 64% 60% Positive emotions Source: IPA TouchPoints 2016. % of all time spent consuming each media associated with positive emotions

The Mountain Between Us HOW TO REACH THEM Top upcoming releases for ABC1 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

ABC1 FEMALE CINEMAGOERS LOVE ‘AWARDS SEASON’ Key premium titles released during ‘awards season’ are a great way of reaching an affluent female audience 28% of ABC1 women agree that they’re more likely to see a film at cinema if it’s nominated for Oscars or BAFTAs (Index: 115) Brooklyn 79% ABC1 / 65% Female Carol 78% ABC1 / 68% Female La La Land 76% ABC1 / 64% Female Source: FAME 2016. Audience Profiles: CAA Film Monitor.

Went for food and/or drink Went non-grocery shopping After the film Here’s what they do after the credits roll… 35% 15% 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

AGREE THEY LOVE PLANNING HOLIDAYS KEY CATEGORY INSIGHTS 62% 41% More likely to agree that they spend a lot on clothes AGREE THEY LOVE PLANNING HOLIDAYS 39% 69% MORE LIKELY TO AGREE THEY SPEND A LOT OF MONEY ON TOILETS/COSMETICS AGREE THEY ARE MORE AWARE OF PERSONAL FINANCE THAN THEY USED TO BE Source: GB TGI Q1 2017. Base: ABC1 Female cinemagoers 1/3. vs. average UK adult 2. Index vs. average UK adult: 123 4. Index 106

TOOLKIT

£60 £65 £70 £80 £100 £120 How to Buy Cinema AGP ADULT AGP (18+) Reaching ABC1 Women AGP ADULT AGP (18+) Prem agp FILM PACK Ratecard CPT Ratecard CPT Ratecard CPT Ratecard CPT Ratecard CPT £60 £65 £70 £80 £100 Non-blockbuster Blockbuster Ratecard CPT £120 Super Blockbuster

Toolkit reach Time period Audience (000’S) Reach % frequency AGP - Audience Reach – ABC1 Women reach Time period Audience (000’S) Reach % frequency 1 week 1045 2885 4351 5270 5902 6363 6859 7936 8 22 33 40 45 48 52 60 1.00 1.45 1.92 2.38 2.83 3.28 3.96 6.85 1 month 2 months 3 months 4 months 5 months 6 months 12 months Source: CAA Film Monitor Coverage & Frequency 2016