men
men: their av world Predominantly light TV viewers who are using subscription services more frequently to create their own content viewing schedules. 62% of men are light commercial TV viewers1 21% of men have used a commercial Broadcaster Video on Demand service in the last 4 weeks2 28% of men have used a Subscription Video on Demand service in the last 4 weeks2 Source: 1. IPA Touchpoints 2018. 2. TGI Q3 2019. Commercial broadcaster includes All 4, ITV Hub, My5. Subscription inc. Netflix, Amazon Prime Video and Now TV.
76% of men are cinemagoers Source: TGI Q3 2019.
Streaming FUELs their passion for film Cinema remains a great way of engaging with entertainment-loving men - 91% of those to use Netflix, Amazon Prime or Now TV in the last month are cinemagoers. +28% uplift Source: TGI Q3 2019. Target: Used/not used either Netflix, Amazon Prime or Now TV in the last 4 weeks.
cinema experience cannot be replicated 69% agree the cinema experience cannot be replicated (on Tv, Laptop or Mobile) Source: FAME 2018.
Male cinemagoers want the ultimate viewing experience Cinema is the only place for them to watch the latest blockbusters. They love the big screen and don't mind paying extra to enhance their viewing experience. 68% 36% “When I really want to see a film, I want to see it on the big screen” (vs. 66% of female cinemagoers) “I would pay more for an enhanced viewing experience at the cinema (e.g. IMAX/4DX)” (120 index vs. average female cinemagoer) Source: 1. IPA Touchpoints 2018. 2. FAME 2018.
They enjoy the highest quality cinema experiences Male cinemagoers over index for wanting the best possible ‘experience’ – they’re more likely to go to outdoor screenings, film festivals and take advantage of latest technological innovations. Index line – avg. UK cinemagoer Source: FAME 2018. Target: Male Cinemagoers – index vs. average UK cinemagoer.
Quality cinematic experiences Stunning sci-fi, action packed adventure, iconic superheroes – male cinemagoers are seeking an exciting cinema experience. Science Fiction One to watch: Star Wars: The Rise of Skywalker (Index: 135) December 2019 Action Adventure One to watch: Le Mans 66’ (Index: 130) November 2019 Superhero One to watch: Joker (Index: 134) October 2019 Top-indexing genres source: TGI Q3 2019 Film profile source - DCM Planner, profiles based on comparative film profiles from CAA Film Monitor
The most efficient male films of 2018 Science fiction, action and superheroes – high profiling male titles enable advertisers to minimise wastage. Sicario 2: Soldado 84% Male Tag 77% Male The Predator 74% Male Den of Thieves 73% Male Ant-Man & The Wasp 73% Male Creed II 71% Male Source: Kantar TNS Film Monitor Profiles.
engage them with cinema in 2019 & 2020 Reach and engage male cinemagoers with a range of highly anticipated releases through 2019 and beyond… Joker 66% male / 134 index Star Wars Episode IX 66% male / 135 index Bond 25 61% male / 124 index Fast & Furious 9 64% male / 130 index Tenet 68% male / 139 index Le Mans ‘66 65% male / 130 index Mulan 68% male / 139 index Godzilla vs. Kong 69% male / 140 index Top Gun: Maverick 68% male / 137 index Venom 2 71% male / 145 index Source: DCM Aston campaign planner. Index vs. % of Men in UK population. Based on Kantar TNS comparative film data