1. Dcm audience insights
ABC1 WOMEN

2. 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 GB 2017 Q1 - up 12% from 2011 (Source: TGI GB Q1 2012)
2-4. CAA Film Monitor Coverage & Frequency 2016

3. 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

4. abc1 women SPEND 3 HOURS 48 MINUTES PER DAY CONSUMING AV
Source: IPA TouchPoints 2016

5. Netflix, iPlayer, All 4, Sky+ etc.
av consumption
How it breaks down for ABC1 Women
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 WOMEN
2 hours 38 minutes
59 minutes
7 minutes
Average time per day
16+ adults
2 hours 58 minutes
55 minutes
8 minutes
Source: IPA Touchpoints 2016

6. The Great British Bake Off
av consumption
ABC1 Women are more likely to be light commercial TV viewers and users of services such as iPlayer and Netflix
67%
of ABC1 women are ‘Light Commercial TV Viewers’
27%
of ABC1 women have used BBC iPlayer in last 4 weeks
(Ix. 111)
14%
of ABC1 women have used Netflix in
last 4 weeks
(Ix. 109)
KEY TV SHOWS FOR ABC1 WOMEN
The Great British Bake Off
Index: 149
Britain’s Got Talent
Index: 110
The X Factor
Index: 117
Coronation Street
Index: 113
Source: IPA Touchpoints 2016 & GB TGI Q2 2017

7. FILM REMAINS A PASSION POINT FOR ABC1 WOMEN
51%
40%
…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

8. LET’S GO TO THE cinema WITH…
abc1 WOMEN

9. Why do ABC1 WOMEN go to the cinema?
68%
73%
“Cinema lets me escape from the demands of everyday life”
(Index: 119)
“I get completely absorbed into the story when I watch a film at the cinema”
(Index: 119)
Source: FAME 2016

10. 40% 2.6 average group sIze 32% AT the cinemA ATTEND WITH THEIR PARTNER
Here’s who they go with…
40%
2.6 average group sIze
ATTEND WITH THEIR
PARTNER
32%
Go WITH FAMILY
Source: FAME 2016

11. THE ADS AND TRAILERS ARE PART OF THE EXPERIENCE
93%
Make sure they’re seated before anything is on screen (ever)
Source: FAME 2016

12. The big screen creates big emotions

13. Cinema creates positive emotions
More than any other AV channel
cinema
Live tv
Longform vod
Short online video
85%
62%
64%
60%
Positive emotions
Source: IPA TouchPoints 2016.
% of all time spent consuming each media associated with positive emotions

14. The Mountain Between Us
HOW TO REACH THEM
Top upcoming releases for ABC1 Women
DRAMA
FAMILY
romance
thrillers
Victoria & Abdul
The LEGO Ninjago Movie
The Mountain Between Us
Flatliners
mother!
Paddington 2
Breathe
The Snowman
Murder on the
Orient Express
Coco
Fifty Shades Freed
Red Sparrow

15. ABC1 FEMALE CINEMAGOERS LOVE ‘AWARDS SEASON’
Key premium titles released during ‘awards season’ are a great way of reaching an affluent female audience
28%
of ABC1 women agree that they’re more likely to see a film at cinema if it’s nominated for Oscars or BAFTAs
(Index: 115)
Brooklyn
79% ABC1 / 65% Female
Carol
78% ABC1 / 68% Female
La La Land
76% ABC1 / 64% Female
Source: FAME 2016.
Audience Profiles: CAA Film Monitor.

16. Went for food and/or drink Went non-grocery shopping
After the film
Here’s what they do after the credits roll…
35%
15%
13%
Went for food and/or drink
Went grocery shopping
Went non-grocery shopping
Source: FAME Activities do immediately after / on same day as cinema visit

17. AGREE THEY LOVE PLANNING HOLIDAYS
KEY CATEGORY INSIGHTS
62%
41%
More likely to agree that they spend a lot on clothes
AGREE THEY LOVE PLANNING HOLIDAYS
39%
69%
MORE LIKELY TO AGREE THEY SPEND A LOT OF MONEY ON TOILETS/COSMETICS
AGREE THEY ARE MORE AWARE OF PERSONAL FINANCE THAN THEY USED TO BE
Source: GB TGI Q Base: ABC1 Female cinemagoers
1/3. vs. average UK adult 2. Index vs. average UK adult: Index 106

18. TOOLKIT

19. £60 £65 £70 £80 £100 £120 How to Buy Cinema AGP ADULT AGP (18+)
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
Ratecard CPT
£120
Super Blockbuster

20. Toolkit reach Time period Audience (000’S) Reach % frequency
AGP - Audience Reach – ABC1 Women
reach
Time period
Audience
(000’S)
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 2016