Dcm audience insights ABC1 ADULTS

60% of all UK cinema admissions ABC1 ADULTS: 4 fast facts 2 1 83% are cinemagoers 103 million admissions 6.6 3 60% of all UK cinema admissions 4 Visits per year Source: 1. TGI GB 2017 Q1 - up 9% 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? 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

ABC1 ADULTS SPEND 3 HOURS 47 MINUTES PER DAY CONSUMING AV Source: IPA TouchPoints 2016

Netflix, iPlayer, All 4, Sky+ etc. av consumption How it breaks down for ABC1 adults 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 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

The Great British Bake Off av consumption ABC1 adults are more likely to be light commercial TV viewers and spend more time using services such as Netflix 67% of ABC1 adults are ‘Light Commercial TV Viewers’ 32% of ABC1 adults have watched live TV online in last year (Ix. 108) 15% of ABC1 adults have used Netflix in last 4 weeks (Ix. 112) KEY TV SHOWS FOR ABC1 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 Q2 2017

FILM REMAINS A PASSION POINT FOR ABC1 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… ABC1 ADULTS

44% 28% 2.5 average group sIze 27% AT THE CINEMA Go with family Here’s what they’re doing… 28% 2.5 average group sIze Go with family 27% 44% Go with friends 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 More than any other AV channel cinema Live tv Longform vod Short online video 85% 64% 65% 62% Positive emotions Source: IPA TouchPoints 2016. % of all time spent consuming each media associated with positive emotions

ABC1 ADULTS HELP Drive the box office

ABC1 ADULTS help drive the box-office… 62% Go to the cinema within two weeks of film opening Source: FAME 2016

Why do ABC1 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 Action adventure ARTHOUSE SCI-FI & FANTASY THRILLERS Top upcoming releases for ABC1 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/McEnroe The Dark Tower The Snowman Gringo Loving Vincent Maze Runner: The Death Cure The Limehouse Golem

ABC1 ADULTS LOVE ‘AWARDS SEASON’ Key premium titles released during ‘awards season’ are a great way of reaching an affluent adult audience 29% of ABC1 adults agree that they’re more likely to see a film at cinema if it’s nominated for Oscars or BAFTAs (Index: 118) Spotlight 81% ABC1 12 Years A Slave 71% ABC1 The Revenant 68% ABC1 Source: FAME 2016. Audience Profiles: CAA Film Monitor.

Went non-grocery shopping After the film Here’s what they do after the credits roll… 16% Went non-grocery shopping 40% 17% Went for food and/or drink Went grocery shopping Source: FAME 2016. Activities do immediately after / on same day as cinema visit

53% 20% 43% 32% KEY CATEGORY INSIGHTS INTEND TO BUY A VEHICLE IN THE NEXT TWO YEARS AGREE THEY TRY TO KEEP UP WITH DEVELOPMENTS IN TECHNOLOGY 20% 43% MORE LIKELY TO AGREE THAT THEY SPEND A LOT ON CLOTHES Agree they try to go somewhere different on holiday every time Source: GB TGI Q1 2017. Base: ABC1 adult cinemagoers 1. Index vs. average UK adult: 117 2. Index 116 3. vs. average UK adult 4. Index: 120

TOOLKIT

£60 £65 £70 £80 £100 £120 How to Buy Cinema AGP ADULT AGP (18+) Reaching ABC1 Adults 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 Source: CAA Film Monitor Coverage & Frequency 2016

Toolkit reach Time period Audience (000’S) Reach % frequency AGP - Audience Reach – ABC1 Adults reach Time period Audience (000’S) Reach % frequency 1 week 1985 5387 8130 9893 11137 12072 13122 15644 8 20 31 38 42 46 50 59 1.00 1.47 1.95 2.41 2.85 3.29 3.93 6.60 1 month 2 months 3 months 4 months 5 months 6 months 12 months Source: CAA Film Monitor Coverage & Frequency 2016