1. 16-34 women share social experiences

2. 16-34 women share social experiences
Audience snapshot
WHO ARE THEY?
WHY CINEMA?
KEYWORDS
Love social experiences to be shared with friends
Like to share their experiences online and are more frequent Instagram posters
The place to share quality time with friends and family
Cinema is social currency
Part of a wider day/night out
Shared experience
Social currency
Mobile retargeting

3. 16-34 women: THEIR AV WORLD 63% -8% +29%
16-34 women are using subscription services more frequently to create their own viewing schedules and therefore becoming increasingly harder to reach.
63%
are light commercial TV viewers1
-8%
Decrease in weekly commercial TV reach (live or recorded/any device) over the last 12 months2
+29%
36% have used Netflix in the last 4 weeks – a 29% increase over
the last 12 months3
Source: 1. IPA Touchpoints 2018 & 2017.
2. IPA Touchpoints 2018 & Weekly Mon-Sun reach of non-BBC TV – live or recorded on any device. 3. TGI Q & 2018.

4. Streaming is fuelling their passion for film
Cinema remains a great way of engaging with entertainment-loving affluent women - 94% of women who have used Netflix, Amazon Prime or Now TV in the last month are cinemagoers.
+9% uplift
Source: TGI Q
Target: women – use either Netflix, Amazon Prime or Now TV in the last 4 weeks.

5. Cinemagoing has remained consistent over the last decade
Cinema continues to be a valued treat for women - consistently 9 in 10 visit the cinema every year.
Source: TGI trend analysis Q – Q

6. cinema experience cannot be replicated
73% agree the
cinema experience cannot be replicated
(on Tv, Laptop or Mobile)
Source: FAME Index vs. average UK cinemagoer.

7. CINEMA OCCUPIES A UNIQUE ROLE FOR 16-34 WOMEN
LIVE TV
Fill time
29%
Background viewing
24%
Comforting
22%
BVOD
Binge viewing
29%
Fill time
23%
Quality content
21%
YOUTUBE
Fill time
39%
Binge viewing
28%
Helps me escape
26%
SOCIAL VIDEO
Fill time
28%
Low attention
26%
Spontaneous
20%
CINEMA
Shared experience
43%
High attention
34%
Quality content
33%
One thousand 16-34s were asked to select descriptions they most associated with viewing AV content. These are the top three per channel...
At a basic level:
Live TV provides a comforting accompaniment.
VOD is the place to binge on favourite shows.
YouTube is a temporary escape from other tasks.
Videos on Social Media are far more spontaneous and often given less attention.
Cinema is a highly attentive, shared experience, providing quality content.
Q. Which of the following words and phrases do you associate with […]?
Bold phrases indicate highest association for this phrase. Base: Women

8. Cinema is a shared social experience
Cinema is a social experience for women – it sparks conversation with friends and family
66%
66%
“A cinema is a great way to spend quality time with family and friends”
(Index: 118)
“Watching a film at the cinema gives me something to talk about with friends and family”
(Index: 116)
Source: FAME Index vs. average UK cinemagoer.

9. to visit the cinema for a get together with friends
54% more likely
to visit the cinema for a get together with friends
Source: FAME Index vs. average UK cinemagoer.

10. 16-34 women want a shared viewing experience
Heartwarming romance, magical animation and engrossing horror – brands can efficiently engage women by booking into their favourite genres.
Romance
One to watch: Last Christmas (Index: 200)
November 2019
Animation
One to watch: Frozen 2 (Index: 131)
November 2019
Horror
One to watch: It Chapter Two (Index: 237)
September 2019
Top-indexing genres source: TGI Q Film profile source - DCM Planner, profiles based on comparative film profiles from CAA Film Monitor

11. They love sharing recommendations
16-34 women spread word of mouth by talking about films they’ve seen providing brands a brilliant opportunity to join the conversation.
53%
52%
“I love sharing recommendations on films I have seen”
(Index: 142)
More likely to agree friends ask
their advice on films they’ve seen
at the cinema
(Index: 152)
Source: FAME Index vs. average UK cinemagoer.

12. A trip to the cinema is social currency
55% of women share their experience on social media after the film finishes - brands can tap into this benefiting from cinema’s talkability and shared viewing experience!
Index line – avg. UK cinemagoer
Source: FAME 2018.Target: Women Cinemagoers – index vs. average UK cinemagoer.
Activities ever done after leaving the cinema in the past.

13. They share their experience with others
Viewing ads in full and with others at the cinema can have significant impact – emotionally connecting women, inspiring them to act.

14. Cinema is part of a wider trip out of the home
16-34 women go for food, visit the shops and buy their groceries after the film has finished – giving the opportunity for your ads to have instant impact and ensure your brand is front of mind when they’re browsing and making their choices.
51%
27%
25%
Go for food and/or drink1
(Index: 135)
Go grocery shopping
on the high street or online2
(Index: 150)
Go non-grocery shopping
on the high street or online
(Index: 153)
Source: FAME Activities do immediately after / on same day as cinema visit. Index vs. average UK cinemagoer.

15. Engage them with cinema in 2019 & 2020
Reach and engage this key audience with a range of highly anticipated releases in 2019 and beyond…
It Chapter Two
237 index
The Goldfinch
213 index
Frozen II
131 index
Queen &Slim
190 index
A Quiet Place Sequel
240 index
The Woman in the Window
213 index
Last Christmas
200 index
Little Women
244 index
The Voyage of Doctor Dolittle (160 index)
Soul
146 index
Source: DCM Aston campaign planner. Index vs. % of women in UK population. Based on Kantar TNS comparative film data.

16. 16-34 female CINEMAGOERS like to stand out
They like to stand out both online and in person - they like products that make them different, mirrored in the social experiences they seek!
80% treat themselves when they don’t need to
(Index 118)
68% really enjoy shopping for new clothes
(Index 163)
‘I like to stand out from
the crowd’
(index 159)
‘Being beautiful means asserting
my personality, my difference’
(Index 180)
55% want a fragrance that expresses
their personality
(index 109 index vs. average UK women)
84% more likely to experiment with
make-up to change their appearance
(Index 184 vs. average UK women – 47% vs. 26%)
‘I buy new products before
my friends’
(index 140)
‘I’m tempted to buy products
I’ve seen advertised’
(Index 159)
Source: TGI Q Target: women cinemagoers.
Index vs. average UK adult.