1. Dcm audience insights
ABC1 MEN

2. 28% of all UK cinema admissions
ABC1 MEN: 4 fast facts 2 1
84% are cinemagoers
48.9 million admissions
6.3 3
28% of all UK cinema admissions 4
Visits per year
Source: 1. TGI Q CAA Film Monitor Coverage & Frequency 2015

3. Who are they? GETTING TO KNOW THEM What does cinema mean to them?
Will pay more for quality goods
Quality time
Follow tech developments
Ultimate visual experience
Financially minded
Entertainment banker

4. ABC1 MEN SPEND 3.7 HOURS PER DAY CONSUMING AV
Source: IPA TouchPoints 6

5. Short form online video
av consumption
How it breaks down for ABC1 men
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
ABC1 MEN
3 hours 12 minutes
19 minutes
8 minutes
Average time per day
16+ adults
3 hours 31 minutes
18 minutes
6 minutes
Source: IPA Touchpoints 6

6. FILM REMAINS A PASSION POINT FOR ABC1 MEN
55%
53%
…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 2015

7. LET’S GO TO THE cinema WITH…
ABC1 MEN

8. 54% 25% 2.7 average group sIze 27% In the cinema foyeR Go as a couple
Here’s what they’re doing…
25%
2.7 average group sIze
Go as a couple
27%
54%
Go with friends
Bought their tickets
in advance
Source: FAME 2015

9. THE ADS & TRAILERS ARE PART OF THE EXPERIENCE
92%
Make sure they’re seated before anything is on screen (ever)
Source: FAME 2015

10. The big screen creates big emotions

11. Cinema creates positive emotions
More than any other AV channel
cinema
Live tv
Longform vod
Short online video
83%
68%
66%
59%
Positive emotions
Source: IPA TouchPoints 6.
% of all time spent consuming each media associated with positive emotions

12. ABC1 MEN HELP
drive the box office

13. ABC1 men help drive the box-office…
49%
50%
Go to the cinema within a week of film opening
(Index: 102)
decided to see the film two or more weeks before their trip
(Index: 113)
Source: FAME 2015

14. Why do ABC1 MEN go to the cinema?
72%
25%
“There is no better place to watch films than at the cinema”
(Index: 105)
“Go to the cinema for a night out”
(Index: 116)
Source: FAME 2015

15. Billy Lynn’s Long Halftime Walk Guardians Of The Galaxy
HOW TO REACH THEM
Top films for ABC1 Men in 2016/17
Action adventure
Sci-Fi & Fantasy
Superhero
DRAMA
Free State Of Jones
Passengers
Logan
Billy Lynn’s Long Halftime Walk
Kong: Skull Island
Ghost In The Shell
Guardians Of The Galaxy
Silence
Dunkirk
Alien: Covenant
Wonder Woman
T2: Trainspotting

16. Went for food and/or drink Went non-grocery shopping
After the film
Here’s what they do after the credits roll…
44%
15%
13%
Went for food and/or drink
(Index: 101)
Went non-grocery shopping
(Index: 112)
Went grocery shopping
(Index: 113)
Source: FAME Activities do immediately after / on same day as cinema visit

17. TOOLKIT

18. £70 £65 £70 £80 £100 How to Buy Cinema Male AGP Alcohol AGP (18+)
Reaching ABC1 Men
Male AGP
Alcohol AGP (18+)
Prem agp
FILM PACK
Ratecard CPT
Ratecard CPT
Ratecard CPT
Ratecard CPT
Ratecard CPT
£70
£65
£70
£80
£100
Non-blockbuster
Blockbuster
Source: CAA Film Monitor Coverage & Frequency 2015

19. Toolkit reach Audience (000’S) Time period Reach % frequency
AGP - Audience Reach – ABC1 Men
reach
Audience
(000’S)
Time period
Reach %
frequency
1 week
940
2502
3780
4623
5235
5709
6262
7709 7 19 29 35 40 43 48 59
1.00
1.50
1.99
2.40
2.87
3.29
3.90
6.34
1 month
2 months
3 months
4 months
5 months
6 months
12 months
Source: CAA Film Monitor Coverage & Frequency 2015