1. Dcm audience insights
ABC1 ADULTS

2. 60% of all UK cinema admissions
ABC1 ADULTS: 4 fast facts 2 1
85% are cinemagoers
103 million admissions
6.6 3
60% 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?
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 3.7 HOURS PER DAY CONSUMING AV
Source: IPA TouchPoints 6

5. Short form online video
av consumption
How it breaks down for ABC1 adults
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 ADULTS
3 hours 14 minutes
19 minutes
6 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 ADULTS
52%
50%
…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 ADULTS

8. 25% 38% 2.8 average group sIze 29% In the cinema foyeR Go with family
Here’s what they’re doing…
38%
2.8 average group sIze
Go with family
29%
25%
Go with friends
Attend as a couple
Source: FAME 2015

9. THE ADS & TRAILERS FORM PART OF THE EXPERIENCE
93%
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%
66%
64%
61%
Positive emotions
Source: IPA TouchPoints 6.
% of all time spent consuming each media associated with positive emotions

12. ABC1 ADULTS HELP drive the box office

13. ABC1 ADULTS help drive the box-office…
47%
47%
Go to the cinema within a week of film opening
decided to see the film two or more weeks before their trip
(Index: 108)
Source: FAME 2015

14. Why do ABC1 ADULTS go to the cinema?
74%
70%
“Cinema lets me escape from the demands of everyday life”
“There is no better place to watch films than at the cinema”
(Index: 101)
Source: FAME 2015

15. HOW TO REACH THEM Action adventure ARTHOUSE DRAMA THRILLERS
Top films for ABC1 Adults in 2016/17
Action adventure
ARTHOUSE
DRAMA
THRILLERS
Kong: Skull Island
Manchester By Sea
Billy Lynn's Long Halftime Walk
Miss Sloane
War For Planet Of The Apes
Jackie
Silence
Life
Kingsman: The Golden Circle
Fences
Loving
Collateral Beauty

16. Went non-grocery shopping
After the film
Here’s what they do after the credits roll…
10%
Went non-grocery shopping
41%
13%
Went for food and/or drink
Went grocery shopping
Source: FAME Activities do immediately after / on same day as cinema visit

17. TOOLKIT

18. £60 £65 £70 £80 £100 How to Buy Cinema AGP ADULT AGP (18+) Prem agp
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
Source: CAA Film Monitor Coverage & Frequency 2015

19. Toolkit reach Audience (000’S) Time period Reach % frequency
AGP - Audience Reach – ABC1 Adults
reach
Audience
(000’S)
Time period
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 2015