1. abc1 adults

2. 82% of abc1 adults
are cinemagoers
Source: TGI Q

3. ABC1 adults: their av world
Predominantly light TV viewers who are using subscription services more frequently to create their own content viewing schedules and therefore becoming harder to reach & engage on traditional TV.
67%
of ABC1 adults are light commercial TV viewers1
24%
of ABC1 adults have used
a commercial Broadcaster Video on Demand service
in the last 4 weeks2
30%
of ABC1 adults have used
a Subscription Video on Demand service in the last 4 weeks3
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.

4. Streaming FUELs their passion for film
Cinema remains a great way of engaging with affluent adults - 92% of those to use Netflix, Amazon Prime
or Now TV in the last month are cinemagoers.
+19% 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
73% agree the
cinema experience cannot be replicated
(on Tv, Laptop or Mobile)
Source: FAME 2018.

6. 30% more likely to watch a film at the cinema when
it has been nominated
For awards
Source: FAME Index vs. average UK cinemagoer.

7. Awards season engages ABC1 adults
Critically-acclaimed and award-nominated films deliver a higher share of affluent cinemagoers vs. the average film profile
Average ABC1 Adult
Profile: 56%
Source: Kantar TNS Film Monitor data.

8. awards season frontrunners are released from October
Awards Season, spanning from October – March, is synonymous with high quality films
which consistently attract an upmarket, affluent audience frontrunners include…
The Goldfinch
69% ABC1 adults
Index 144
Judy
69% ABC1 adults
Index 143
Le Mans ‘66
67% ABC1 adults
Index 140
1917
76% ABC1 adults
Index 158
Little Women
83% ABC1 adults
Index 172
Queen & Slim
69% ABC1 adults
Index 140
Source: Kantar TNS Film Monitor data.

9. engage them with cinema in 2019 & 2020
Away from Awards Season there are a range of highly-anticipated releases to engage ABC1 adults…
Downton Abbey
Index 165
Star Wars; Episode IX
Index 131
Military Wives
Index 161
Bond 25
Index 140
Top Gun: Maverick
Index 130
Last Christmas
Index 144
The King’s Man
Index 141
A Quiet Place Sequel
Index 133
Tenet
Index 142
West Side Story
Index 149
Source: DCM Aston campaign planner. Index vs. % of ABC1 adults in UK population. Based on Kantar TNS comparative film data.