1. MAIN SHOPPER WITH children
Dcm audience insights
MAIN SHOPPER WITH children

2. Main shopper with children: 4 fast facts2 1
90% are cinemagoers
36 million admissions
5.6 3
21% of all UK cinema admissions 4
Visits per year
Source: 1. TGI GB 2017 Q1 - up 34% 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?
Difficult to balance busy life
Affordable family activity
Love their family time
Quality bonding time
Happy kids = happy parents
Entertainment for kids

4. MAIN SHOPPER WITH children SPEND 3 HOURS PER DAY CONSUMING AV
Source: IPA TouchPoints 2016

5. av consumption Long form vod Live tv Short form online video
How it breaks down for main shoppers with children
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
Main shoppers with children
2 hours 42 minutes
44 minutes
23 minutes
Average time per day
16+ adults
3 hours 10 minutes
42 minutes
30 minutes
Source: IPA Touchpoints 2016

6. The Great British Bake Off I’m A Celebrity: Get Me Out Of Here
av consumption
Almost 6 in 10 main shoppers with children are light commercial TV viewers and they are more likely to use services such as Netflix
59%
of Main Shoppers with Children are ‘Light Commercial TV Viewers’
33%
of Main Shoppers with Children have watched live TV online in last year
(Ix: 113)
17%
of Main Shoppers with Children have used Netflix in last 4 weeks (Ix: 134)
KEY TV SHOWS FOR MAIN SHOPPERS WITH CHILDREN
The Great British Bake Off
Index: 124
Britain’s Got Talent
Index: 136
I’m A Celebrity: Get Me Out Of Here
Index: 139
Gogglebox
Index: 131
Source: IPA Touchpoints 2016 & GB TGI Q2 2017

7. FILM REMAINS A PASSION POINT
73%
…Used an online film service in the past 3 months
CINEMA FUELS THEIR FILM HABIT FURTHER!
Source: FAME 2016

8. Main shopper with children
LET’S GO TO THE cinema WITH…
Main shopper with children

9. 48% 69% 2.8 average group sIze 55% In the cinema foyeR
Here’s what they’re doing…
69%
Spent money on food/drink
2.8 average group sIze
55%
48%
Go with family
BROWSE THE INTERNET ON THEIR PHONE WHILE WAITING
Source: FAME 2016

10. What are they doing on their phones?
49%
have shared their cinema
experience socially
Source: FAME 2016

11. THE ADS AND TRAILERS ARE PART OF THE EXPERIENCE
94%
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
87%
56%
61%
55%
Positive emotions
Source: IPA TouchPoints 2016.
% of all time spent consuming each media associated with positive emotions

14. Main shopper with CHILDREN
HELP Drive the box office

15. MAIN SHOPPERS help drive the box-office…
49%
Go to the cinema within a week of film opening
(Index: 132)
Source: FAME 2016

16. Why do MAIN SHOPPERS go to the cinema?
64%
64%
“A trip to the cinema lets me escape from the demands of everyday life”
(Index: 111)
“Cinema is a great way to spend quality time with family and friends”
(Index: 122)
Source: FAME Base: Main Shoppers with children

17. Star Wars: The Last Jedi
HOW TO REACH THEM
Top upcoming releases for Main Shoppers with children
Action adventure
animation
family
ROMANCE
Kingsman:
The Golden Circle
The LEGO Ninjago Movie
Paddington 2
Mountain Between Us
Star Wars: The Last Jedi
Coco
Daddy’s Home 2
Breathe
Tomb Raider
Early Man
Jumanji: Welcome
to the Jungle
Fifty Shades Freed

18. Went for food and/or drink Went non-grocery shopping
After the film
Here’s what they do after the credits roll…
57%
31%
29%
Went for food and/or drink
(Index: 153)
Went grocery shopping
(Index: 199)
Went non-grocery shopping
(Index: 207)
Source: FAME Activities do immediately after / on same day as cinema visit

19. 73% 59% 54% 33% KEY CATEGORY INSIGHTS
AGREE THAT THEIR FAMILY SPENDS A LOT ON FOOD
AGREE THEY ARE MORE AWARE OF PERSONAL FINANCE THAN I
USED TO BE
33%
59%
AGREE THAT THEY WHEN THEY SEE A NEW BRAND THEY OFTEN BUY IT TO SEE WHAT IT’S LIKE
AGREE THEY ARE ALWAYS LOOKING FOR NEW IDEAS TO IMPROVE THEIR HOME
Source: GB TGI Q Base: Main shopper with children who are cinemagoers
1. Index vs. average UK adult: Index Index Index 145

20. TOOLKIT

21. £60 £34 £80 £100 £120 How to Buy Cinema AGP Family agp FILM PACK
Reaching Main Shoppers with Children
AGP
Family agp
FILM PACK
Ratecard CPT
Ratecard CPT
Ratecard CPT
Ratecard CPT
£60
£34
£80
£100
Non-blockbuster
Blockbuster
Ratecard CPT
£120
Super Blockbuster
Source: CAA Film Monitor Coverage & Frequency 2016

22. Toolkit reach Time period Audience (000’s) Reach % frequency
AGP - Audience Reach – Main Shopper with Children
reach
Time period
Audience
(000’s)
Reach %
frequency
1 week
691
1940
3015
3748
4288
4707
5190
6388 6 17 26 33 38 41 44 56
1.00
1.43
1.83
2.21
2.58
2.94
3.46
5.63
1 month
2 months
3 months
4 months
5 months
6 months
12 months
Source: CAA Film Monitor Coverage & Frequency 2016