1. Dcm audience insights
ABC1 ADULTS

2. 60% of all UK cinema admissions
ABC1 ADULTS: 4 fast facts 2 1
83% are cinemagoers
103 million admissions
6.6 3
60% of all UK cinema admissions 4
Visits per year
Source: 1. TGI GB 2017 Q1 - up 9% 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?
Busy but value family time
Escapism
Happy to pay more for quality
Best place to watch films
Want to be respected by their peers
Social capital

4. ABC1 ADULTS SPEND 3 HOURS 47 MINUTES PER DAY CONSUMING AV
Source: IPA TouchPoints 2016

5. Netflix, iPlayer, All 4, Sky+ etc.
av consumption
How it breaks down for ABC1 adults
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 ADULTS
2 hours 36 minutes
57 minutes
8 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 adults are more likely to be light commercial TV viewers and spend more time using services such as Netflix
67%
of ABC1 adults are ‘Light Commercial
TV Viewers’
32%
of ABC1 adults have watched live TV online in last year
(Ix. 108)
15%
of ABC1 adults have used Netflix in
last 4 weeks
(Ix. 112)
KEY TV SHOWS FOR ABC1 ADULTS
The Great British Bake Off
Index: 111
Game Of Thrones
Index: 110
Grand Designs
Index: 109
Midsomer Murders
Index: 104
Source: IPA Touchpoints 2016 & GB TGI Q2 2017

7. FILM REMAINS A PASSION POINT FOR ABC1 ADULTS
53%
45%
…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 ADULTS

9. 44% 28% 2.5 average group sIze 27% AT THE CINEMA Go with family
Here’s what they’re doing…
28%
2.5 average group sIze
Go with family
27%
44%
Go with friends
Attend WITH THEIR
PARTNER
Source: FAME 2016

10. THE ADS AND TRAILERS ARE PART OF THE EXPERIENCE
92%
Make sure they’re seated before anything is on screen (ever)
Source: FAME 2016

11. The big screen creates big emotions

12. Cinema creates positive emotions
More than any other AV channel
cinema
Live tv
Longform vod
Short online video
85%
64%
65%
62%
Positive emotions
Source: IPA TouchPoints 2016.
% of all time spent consuming each media associated with positive emotions

13. ABC1 ADULTS
HELP Drive the
box office

14. ABC1 ADULTS help drive the box-office…
62%
Go to the cinema within two weeks of film opening
Source: FAME 2016

15. Why do ABC1 ADULTS go to the cinema?
70%
68%
“You can’t replicate the cinema experience on a TV/laptop/tablet/mobile”
(Index: 116)
“I get completely absorbed into the story when I watch a film at the cinema”
(Index: 112)
Source: FAME 2016

16. HOW TO REACH THEM Action adventure ARTHOUSE SCI-FI & FANTASY THRILLERS
Top upcoming releases for ABC1 Adults
Action adventure
ARTHOUSE
SCI-FI & FANTASY
THRILLERS
Kingsman:
The Golden Circle
God’s Own Country
Valerian and the City of a Thousand Planets
Atomic Blonde
Jumanji: Welcome To The Jungle
Borg/McEnroe
The Dark Tower
The Snowman
Gringo
Loving Vincent
Maze Runner: The Death Cure
The Limehouse Golem

17. ABC1 ADULTS LOVE ‘AWARDS SEASON’
Key premium titles released during ‘awards season’ are a great way of reaching an affluent adult audience
29%
of ABC1 adults agree that they’re more likely to see a film at cinema if it’s nominated for Oscars or BAFTAs
(Index: 118)
Spotlight
81% ABC1
12 Years A Slave
71% ABC1
The Revenant
68% ABC1
Source: FAME 2016.
Audience Profiles: CAA Film Monitor.

18. Went non-grocery shopping
After the film
Here’s what they do after the credits roll…
16%
Went non-grocery shopping
40%
17%
Went for food and/or drink
Went grocery shopping
Source: FAME Activities do immediately after / on same day as cinema visit

19. 53% 20% 43% 32% KEY CATEGORY INSIGHTS
INTEND TO BUY A VEHICLE IN THE NEXT TWO YEARS
AGREE THEY TRY TO KEEP UP WITH DEVELOPMENTS IN TECHNOLOGY
20%
43%
MORE LIKELY TO AGREE THAT THEY SPEND A LOT ON CLOTHES
Agree they try to go somewhere different on holiday every time
Source: GB TGI Q Base: ABC1 adult cinemagoers
1. Index vs. average UK adult: Index vs. average UK adult 4. Index: 120

20. TOOLKIT

21. £60 £65 £70 £80 £100 £120 How to Buy Cinema AGP ADULT AGP (18+)
Reaching ABC1 Adults
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
Source: CAA Film Monitor Coverage & Frequency 2016

22. Toolkit reach Time period Audience (000’S) Reach % frequency
AGP - Audience Reach – ABC1 Adults
reach
Time period
Audience
(000’S)
Reach %
frequency
1 week
1985
5387
8130
9893
11137
12072
13122
15644 8 20 31 38 42 46 50 59
1.00
1.47
1.95
2.41
2.85
3.29
3.93
6.60
1 month
2 months
3 months
4 months
5 months
6 months
12 months
Source: CAA Film Monitor Coverage & Frequency 2016