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 Q2 2016 2-4. CAA Film Monitor Coverage & Frequency 2015

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 3.7 HOURS PER DAY CONSUMING AV Source: IPA TouchPoints 6

Short form online video av consumption How it breaks down for ABC1 women Live tv BBC, ITV, C4, Sky 1 Long form vod Netflix, iPlayer, All 4 etc. Short form online video YouTube, Facebook etc. Average time per day Abc1 WOMEN 3 hours 16 minutes 20 minutes 6 minutes Average time per day 16+ adults 3 hours 31 minutes 18 minutes 6 minutes Source: IPA Touchpoints 6

FILM REMAINS A PASSION POINT FOR ABC1 WOMEN 49% 48% …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 2015

LET’S GO TO THE cinema WITH… abc1 WOMEN

Why do ABC1 WOMEN go to the cinema? 77% “Cinema lets me escape from the demands of everyday life” (Index: 105) Source: FAME 2015

51% 2.8 average group sIze 26% In the cinema foyeR Here’s what they’re doing… 51% 2.8 average group sIze Bought their tickets in advance 26% Go as a couple Source: FAME 2015

THE ADS & TRAILERS FORM PART OF THE EXPERIENCE 94% Make sure they’re seated before anything is on screen (ever) Source: FAME 2015

The big screen creates big emotions

Cinema creates positive emotions More than any other AV channel cinema Live tv Longform vod Short online video 83% 64% 63% 63% Positive emotions Source: IPA TouchPoints 6. % of all time spent consuming each media associated with positive emotions

Light Between The Oceans The Mountain Between Us HOW TO REACH THEM Top films for ABC1 Women in 2016/17 DRAMA Period drama romance thrillers Jackie Light Between The Oceans A United Kingdom Collateral Beauty 20th Century Women Allied La La Land Miss Sloane The Mountain Between Us Loving Fifty Shades Darker Red Sparrow

Went for food and/or drink Went non-grocery shopping After the film Here’s what they do after the credits roll… 37% 11% 8% Went for food and/or drink Went grocery shopping Went non-grocery shopping Source: FAME 2015. Activities do immediately after / on same day as cinema visit

TOOLKIT

£60 £65 £70 £80 £100 How to Buy Cinema AGP ADULT AGP (18+) Prem agp 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 Source: CAA Film Monitor Coverage & Frequency 2015

Toolkit reach Audience (000’S) Time period Reach % frequency AGP - Audience Reach – ABC1 Women reach Audience (000’S) Time period 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 2015