16-34 women share social experiences

16-34 women share social experiences Audience snapshot WHO ARE THEY? WHY CINEMA? KEYWORDS Love social experiences to be shared with friends Like to share their experiences online and are more frequent Instagram posters The place to share quality time with friends and family Cinema is social currency Part of a wider day/night out Shared experience Social currency Mobile retargeting

16-34 women: THEIR AV WORLD 63% -8% +29% 16-34 women are using subscription services more frequently to create their own viewing schedules and therefore becoming increasingly harder to reach. 63% are light commercial TV viewers1 -8% Decrease in weekly commercial TV reach (live or recorded/any device) over the last 12 months2 +29% 36% have used Netflix in the last 4 weeks – a 29% increase over the last 12 months3 Source: 1. IPA Touchpoints 2018 & 2017. 2. IPA Touchpoints 2018 & 2017. Weekly Mon-Sun reach of non-BBC TV – live or recorded on any device. 3. TGI Q1 2019 & 2018.

Streaming is fuelling their passion for film Cinema remains a great way of engaging with entertainment-loving affluent women - 94% of 16-34 women who have used Netflix, Amazon Prime or Now TV in the last month are cinemagoers. +9% uplift Source: TGI Q2 2019. Target: 16-34 women – use either Netflix, Amazon Prime or Now TV in the last 4 weeks.

Cinemagoing has remained consistent over the last decade Cinema continues to be a valued treat for 16-34 women - consistently 9 in 10 visit the cinema every year. Source: TGI trend analysis Q2 2011 – Q2 2019.

cinema experience cannot be replicated 73% agree the cinema experience cannot be replicated (on Tv, Laptop or Mobile) Source: FAME 2018. 118 Index vs. average UK cinemagoer.

CINEMA OCCUPIES A UNIQUE ROLE FOR 16-34 WOMEN LIVE TV Fill time 29% Background viewing 24% Comforting 22% BVOD Binge viewing 29% Fill time 23% Quality content 21% YOUTUBE Fill time 39% Binge viewing 28% Helps me escape 26% SOCIAL VIDEO Fill time 28% Low attention 26% Spontaneous 20% CINEMA Shared experience 43% High attention 34% Quality content 33% One thousand 16-34s were asked to select descriptions they most associated with viewing AV content. These are the top three per channel... At a basic level: Live TV provides a comforting accompaniment. VOD is the place to binge on favourite shows. YouTube is a temporary escape from other tasks. Videos on Social Media are far more spontaneous and often given less attention. Cinema is a highly attentive, shared experience, providing quality content. Q. Which of the following words and phrases do you associate with […]? Bold phrases indicate highest association for this phrase. Base: 495 16-34 Women

Cinema is a shared social experience Cinema is a social experience for 16-34 women – it sparks conversation with friends and family 66% 66% “A cinema is a great way to spend quality time with family and friends” (Index: 118) “Watching a film at the cinema gives me something to talk about with friends and family” (Index: 116) Source: FAME 2018. Index vs. average UK cinemagoer.

to visit the cinema for a get together with friends 54% more likely to visit the cinema for a get together with friends Source: FAME 2018. 154 Index vs. average UK cinemagoer.

16-34 women want a shared viewing experience Heartwarming romance, magical animation and engrossing horror – brands can efficiently engage 16-34 women by booking into their favourite genres. Romance One to watch: Last Christmas (Index: 200) November 2019 Animation One to watch: Frozen 2 (Index: 131) November 2019 Horror One to watch: It Chapter Two (Index: 237) September 2019 Top-indexing genres source: TGI Q2 2019 Film profile source - DCM Planner, profiles based on comparative film profiles from CAA Film Monitor

They love sharing recommendations 16-34 women spread word of mouth by talking about films they’ve seen providing brands a brilliant opportunity to join the conversation. 53% 52% “I love sharing recommendations on films I have seen” (Index: 142) More likely to agree friends ask their advice on films they’ve seen at the cinema (Index: 152) Source: FAME 2018. Index vs. average UK cinemagoer.

A trip to the cinema is social currency 55% of 16-34 women share their experience on social media after the film finishes - brands can tap into this benefiting from cinema’s talkability and shared viewing experience! Index line – avg. UK cinemagoer Source: FAME 2018.Target: 16-34 Women Cinemagoers – index vs. average UK cinemagoer. Activities ever done after leaving the cinema in the past.

They share their experience with others Viewing ads in full and with others at the cinema can have significant impact – emotionally connecting 16-34 women, inspiring them to act.

Cinema is part of a wider trip out of the home 16-34 women go for food, visit the shops and buy their groceries after the film has finished – giving the opportunity for your ads to have instant impact and ensure your brand is front of mind when they’re browsing and making their choices. 51% 27% 25% Go for food and/or drink1 (Index: 135) Go grocery shopping on the high street or online2 (Index: 150) Go non-grocery shopping on the high street or online (Index: 153) Source: FAME 2018. Activities do immediately after / on same day as cinema visit. Index vs. average UK cinemagoer.

Engage them with cinema in 2019 & 2020 Reach and engage this key audience with a range of highly anticipated releases in 2019 and beyond… It Chapter Two 237 index The Goldfinch 213 index Frozen II 131 index Queen &Slim 190 index A Quiet Place Sequel 240 index The Woman in the Window 213 index Last Christmas 200 index Little Women 244 index The Voyage of Doctor Dolittle (160 index) Soul 146 index Source: DCM Aston campaign planner. Index vs. % of 16-34 women in UK population. Based on Kantar TNS comparative film data.

16-34 female CINEMAGOERS like to stand out They like to stand out both online and in person - they like products that make them different, mirrored in the social experiences they seek! 80% treat themselves when they don’t need to (Index 118) 68% really enjoy shopping for new clothes (Index 163) ‘I like to stand out from the crowd’ (index 159) ‘Being beautiful means asserting my personality, my difference’ (Index 180) 55% want a fragrance that expresses their personality (index 109 index vs. average UK women) 84% more likely to experiment with make-up to change their appearance (Index 184 vs. average UK women – 47% vs. 26%) ‘I buy new products before my friends’ (index 140) ‘I’m tempted to buy products I’ve seen advertised’ (Index 159) Source: TGI Q2 2019. Target: 16-34 women cinemagoers. Index vs. average UK adult.