1. Abc1 men pay for quality

2. ABC1 Men pay for quality! WHO ARE THEY? WHY CINEMA? KEYWORDS
Audience snapshot
WHO ARE THEY?
WHY CINEMA?
KEYWORDS
Pay more for high quality products
Savers in the market for
big purchases
Want to stay updated
with tech
A place for guaranteed entertainment
Pay more for an enhanced viewing experience
The only place to watch critically acclaimed films
IMAX
Awards Season
Midweek entertainment

3. ABC1 MEN: THEIR AV WORLD 68% -5% +20% are light commercial TV viewers1
Light TV viewers who are using subscription services more frequently to create their own content viewing schedules and therefore becoming harder to reach.
68%
are light commercial TV viewers1
13% higher than
the average UK adult
-5%
Decrease in weekly commercial TV reach (live or recorded/any device) over the last 12 months2
+20%
22% have used Netflix in the last 4 weeks
(+20% YOY)3
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 men - 93% of ABC1 men who have used Netflix, Amazon Prime or Now TV in the last month also go to the cinema
+19% uplift
Source: TGI Q
Target: ABC1 men – use either Netflix, Amazon Prime or Now TV in the last 4 weeks.

5. Cinemagoing has increased and stayed consistent over the last decade
Cinema has resonated as the home of high quality entertainment – in the last five years consistently 8 in 10 ABC1 men have visited the cinema.
Source: TGI trend analysis Q – Q

6. cinema experience cannot be replicated
70% agree the
cinema experience cannot be replicated
(on Tv, Laptop or Mobile)
Source: FAME Index vs. average UK cinemagoer.

7. Abc1 men want the ultimate viewing experience
They pay for a quality cinematic experience – whether that be watching blockbusters in Superscreen formats or catching the most critically acclaimed films.
38%
33%
“I would pay more for an enhanced viewing experience
at the cinema (e.g. IMAX/4DX)”
(Index: 133)
“I am more likely to go see a film at the cinema if it has been nominated for an Oscar or BAFTA”
(Index: 139)
Source: FAME Index vs. average UK cinemagoer.

8. They enjoy the highest quality cinema experiences
ABC1 Men over index for wanting the best possible ‘experience’ – they’re more likely to go to outdoor screenings, film festivals and take advantage of latest technological innovations.
Index line – avg. UK cinemagoer
Source: FAME 2018.
Target: ABC1 Men Cinemagoers – index vs. average UK cinemagoer.

9. And THEY enjoy watching THE YEAR’S MOST critically acclaimed FILMs
Awards season is synonymous with quality content and these films often deliver a very affluent male audience
2017
2018
2019
Sully
64% Male
69% ABC1
Hacksaw Ridge
69% Male
68% ABC1
Darkest Hour
53% Male
79% ABC1
Three Billboards Outside Ebbing, Missouri
54% Male
82% ABC1
BlacKkKlansman
67% Male
78% ABC1
Vice
65% Male
80% ABC1
Source: Kantar TNS Film Monitor Profiles.

10. Quality cinematic experiences
Stunning sci-fi, iconic superheroes and action packed adventure – ABC1 Men are seeking an exciting cinema experience.
Science Fiction
One to watch: Star Wars: The Rise of Skywalker
(Index: 173)
December 2019
Action Adventure
One to watch: Le Mans 66’ (Index: 189)
November 2019
Superhero
One to watch: Joker (Index: 155)
October 2019
Top-indexing genres source: TGI Q Film profile source - DCM Planner, profiles based on comparative film profiles from CAA Film Monitor

11. engage them with cinema in 2019 & 2020
Reach and engage this key audience with a range of highly anticipated releases through 2019 and beyond…
Once Upon a Time in… Hollywood 204 index
Le Mans 66’
189 index
Terminator: Dark Fate
199 index
1917
166 index
Top Gun 2
180 index
Ad Astra
193 index
Joker
155 index
Star Wars: The Rise of Skywalker 173 index
The King’s Man
134 index
Tenet
197 index
Source: DCM Aston campaign planner. Index vs. % of ABC1 Men in UK population. Based on Kantar TNS comparative film data

12. ABC1 men cinemagoers pay for quality
They are in the market for big purchases and are happy to invest in quality
68% pay extra for high quality products
(Index 115 vs. 59% of UK population)
38% more likely to buy a new car in the
next 12 months
(Index 138
64% ‘keep up to date with developments in technology’
(index 137)
31% more likely to own a
4K UHD TV
(Index 131)
£19,295 - average intended
expenditure on new car
(vs. £14,697 of average UK adult intending to purchase a new car
in the next 12 months))
63% have spent £200+
on clothes in the last 12 months
- 48% more likely vs. average UK adult
55% ‘pay extra for high
quality beer’
(index 145)
‘I like innovative cars’
(Index 153)
Source: TGI Q
Target: ABC1 male cinemagoers. Index vs. average UK adult.