Abc1 adults.

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Presentation transcript:

abc1 adults

82% of abc1 adults are cinemagoers Source: TGI Q3 2019.

ABC1 adults: their av world Predominantly light TV viewers who are using subscription services more frequently to create their own content viewing schedules and therefore becoming harder to reach & engage on traditional TV. 67% of ABC1 adults are light commercial TV viewers1 24% of ABC1 adults have used a commercial Broadcaster Video on Demand service in the last 4 weeks2 30% of ABC1 adults have used a Subscription Video on Demand service in the last 4 weeks3 Source: 1. IPA Touchpoints 2018. 2. TGI Q3 2019. Commercial broadcaster includes All 4, ITV Hub, My5. Subscription includes Netflix, Amazon prime Video and Now TV.

Streaming FUELs their passion for film Cinema remains a great way of engaging with affluent adults - 92% of those to use Netflix, Amazon Prime or Now TV in the last month are cinemagoers. +19% 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 73% agree the cinema experience cannot be replicated (on Tv, Laptop or Mobile) Source: FAME 2018.

30% more likely to watch a film at the cinema when it has been nominated For awards Source: FAME 2018. Index vs. average UK cinemagoer.

Awards season engages ABC1 adults Critically-acclaimed and award-nominated films deliver a higher share of affluent cinemagoers vs. the average film profile Average ABC1 Adult Profile: 56% Source: Kantar TNS Film Monitor data.

awards season frontrunners are released from October Awards Season, spanning from October – March, is synonymous with high quality films which consistently attract an upmarket, affluent audience. 2020 frontrunners include… The Goldfinch 69% ABC1 adults Index 144 Judy 69% ABC1 adults Index 143 Le Mans ‘66 67% ABC1 adults Index 140 1917 76% ABC1 adults Index 158 Little Women 83% ABC1 adults Index 172 Queen & Slim 69% ABC1 adults Index 140 Source: Kantar TNS Film Monitor data.

engage them with cinema in 2019 & 2020 Away from Awards Season there are a range of highly-anticipated releases to engage ABC1 adults… Downton Abbey Index 165 Star Wars; Episode IX Index 131 Military Wives Index 161 Bond 25 Index 140 Top Gun: Maverick Index 130 Last Christmas Index 144 The King’s Man Index 141 A Quiet Place Sequel Index 133 Tenet Index 142 West Side Story Index 149 Source: DCM Aston campaign planner. Index vs. % of ABC1 adults in UK population. Based on Kantar TNS comparative film data.