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 Q CAA Film Monitor Coverage & Frequency 2015

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 3.7 HOURS PER DAY CONSUMING AV
Source: IPA TouchPoints 6

5. Short form online video
av consumption
How it breaks down for ABC1 women
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 WOMEN
3 hours 16 minutes
20 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 WOMEN
49%
48%
…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 WOMEN

8. Why do ABC1 WOMEN go to the cinema?
77%
“Cinema lets me escape from the demands of everyday life”
(Index: 105)
Source: FAME 2015

9. 51% 2.8 average group sIze 26% In the cinema foyeR
Here’s what they’re doing…
51%
2.8 average group sIze
Bought their tickets
in advance
26%
Go as a couple
Source: FAME 2015

10. THE ADS & TRAILERS FORM PART OF THE EXPERIENCE
94%
Make sure they’re seated before anything is on screen (ever)
Source: FAME 2015

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
83%
64%
63%
63%
Positive emotions
Source: IPA TouchPoints 6.
% of all time spent consuming each media associated with positive emotions

13. Light Between The Oceans The Mountain Between Us
HOW TO REACH THEM
Top films for ABC1 Women in 2016/17
DRAMA
Period drama
romance
thrillers
Jackie
Light Between The Oceans
A United Kingdom
Collateral Beauty
20th Century Women
Allied
La La Land
Miss Sloane
The Mountain Between Us
Loving
Fifty Shades Darker
Red Sparrow

14. Went for food and/or drink Went non-grocery shopping
After the film
Here’s what they do after the credits roll…
37%
11% 8%
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

15. TOOLKIT

16. £60 £65 £70 £80 £100 How to Buy Cinema AGP ADULT AGP (18+) Prem agp
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
Source: CAA Film Monitor Coverage & Frequency 2015

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