1. women

2. women: their av world 58% 23% 27%
Predominantly light TV viewers who are using subscription services more frequently to create their own content viewing schedules.
58%
of women are light commercial TV viewers1
23%
of women have used
a commercial Broadcaster Video on Demand service
in the last 4 weeks2
27%
of women have used
a Subscription Video on Demand service in the last 4 weeks2
Source: 1. IPA Touchpoints 2018.
2. TGI Q Commercial broadcaster includes All 4, ITV Hub, My5. Subscription includes Netflix, Amazon prime Video and Now TV.

3. 78% of women
are cinemagoers
Source: TGI Q

4. Streaming FUELs their passion for film
Cinema remains a great way of engaging with entertainment-loving women - 90% of those to use Netflix, Amazon Prime or Now TV in the last month are cinemagoers.
+23% uplift
Source: TGI Q
Target: Used/not used either Netflix, Amazon Prime or Now TV in the last 4 weeks.

5. cinema experience cannot be replicated
76% agree the
cinema experience cannot be replicated
(on Tv, Laptop or Mobile)
Source: FAME 2018.

6. female cinemagoers want to escape
The big screen experience lets them relax, treat themselves and be absorbed in another world.
75%
80%
“A trip to the cinema lets me escape from everyday life”
(112 index vs. average male cinemagoer)
“Going to the cinema is a real treat”
(114 index vs. average male cinemagoer)
Source: FAME 2018; IPA Touchpoints 2018.

7. Cinema is a social experience
In the week with friends or at the weekend with the whole family, a trip to the cinema consistently provides women with a high-quality shared experience.
71%
68%
“Watching a film at the cinema gives me something to talk about with friends & family”
(118 index vs. average male cinemagoer)
“The cinema is a great way to spend quality time with friends
& family”
(115 index vs. average male cinemagoer)
Source: FAME 2018.

8. Quality shared experiences
Heart-warming romance, uplifting musicals, captivating drama – cinema is the place for women to escape with others.
Romance
One to watch: Last Christmas (Index: 110)
November 2019
Musicals
One to watch: Cats (Index: 132)
December 2019
Drama
One to watch: Downton Abbey (Index: 125)
September 2019
Top-indexing genres source: TGI Q Film profile source - DCM Planner, profiles based on comparative film profiles from CAA Film Monitor

9. The most efficient female films of 2018
High profiling female titles enable advertisers to minimise wastage.
Fifty Shades Freed
79% Female
Mamma Mia! Here We Go Again
77% Female
A Simple Favour
71% Female
I Feel Pretty
69% Female
The Spy Who Dumped Me
69% Female
Mary Poppins Returns
68% Female
Source: Kantar TNS Film Monitor Profiles.

10. engage them with cinema in 2019 & 2020
Reach and engage female cinemagoers with a range of highly anticipated releases through 2019 and beyond…
Downton Abbey
63% female / 125 index
Last Christmas
56% female / 110 index
Military Wives
66% female / 130 index
The Secret Garden
67% female / 132 index
Woman in The Window
68% female / 134 index
The Goldfinch
68% female / 134 index
Cats
67% female / 132 index
Little Women
67% female / 133 index
Soul
65% female / 128 index
West Side Story
64% female / 125 index
Source: DCM Aston campaign planner. Index vs. % of Women in UK population. Based on Kantar TNS comparative film data.