ABC1 ADULTS 4 fast facts 2 1 3 4 60 of all UK cinema admissions 103 million admissions Visits per year 66 83 are cinemagoers Source 1 TGI GB 2017 Q1 up 9 from 2011 Source TGI GB Q1 2012 ID: 696291
Download Presentation The PPT/PDF document "ABC1 ADULTS Dcm audience insights" is the property of its rightful owner. Permission is granted to download and print the materials on this web site for personal, non-commercial use only, and to display it on your personal computer provided you do not modify the materials and that you retain all copyright notices contained in the materials. By downloading content from our website, you accept the terms of this agreement.
Slide1
ABC1 ADULTS
Dcm audience insightsSlide2
ABC1 ADULTS: 4 fast facts
2
1
3
4
60%
of all UK
cinema admissions
103 millionadmissions
Visits per year
6.6
83% are cinemagoers
Source:
1. TGI
GB 2017 Q1 -
up
9%
from 2011 (Source: TGI GB Q1 2012)
2-4
. CAA Film Monitor Coverage & Frequency
2016Slide3
GETTING TO KNOW THEM
Who are they?
What does
cinema mean
to them?
Want to be respected by their peers
Busy but value family time
Happy to pay more for quality
Social capital
Escapism
Best place to watch films
Slide4
ABC1 ADULTS SPEND
3 HOURS 47 MINUTES
PER
DAY CONSUMING
AV
Source:
IPA
TouchPoints
2016Slide5
av consumption
Source: IPA Touchpoints
2016
How it breaks down for ABC1 adults
Live
tv
BBC, ITV,
C4, Sky 1
CATCH UP / ON DEMAND
Netflix, iPlayer,All 4, Sky+ etc.
online
videoYouTube,Facebook etc.
Average time per day
ABC1 ADULTS
2 hours 36 minutes
57 minutes
8 minutes
AVERAGE TIME PER DAY
16+ adults
2 hours 58 minutes
55 minutes
8 minutesSlide6
av consumption
Source: IPA Touchpoints 2016 & GB TGI Q2 2017
ABC1 adults are more likely to be light commercial TV viewers and spend more time using services such as Netflix
The Great British Bake Off
Index: 111
KEY TV SHOWS FOR ABC1 ADULTS
Grand Designs
Index:
109
Midsomer Murders
Index:
104
Game Of Thrones
Index:
110
67%
of ABC1 adults are ‘Light Commercial
TV Viewers’
32%
of ABC1 adults have watched live TV online in last year
(Ix. 108)
15%
of ABC1 adults have used Netflix in
last 4 weeks
(Ix. 112)Slide7
FILM REMAINS A PASSION POINT FOR ABC1 ADULTS
53%
…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
2016
45%Slide8
ABC1 ADULTS
LET’S GO TO THE cinema WITH…Slide9
AT THE CINEMA
44%
Here’s what they’re doing…
28%
Go with family
2.5
average group
sIze
27%Go with friends
Source:
FAME 2016
Attend WITH THEIR PARTNERSlide10
THE ADS AND TRAILERS ARE PART OF THE EXPERIENCE
Source:
FAME 2016
Make sure they’re seated before
anything is on screen (ever)
92%Slide11
The big screen creates big emotionsSlide12
Cinema creates positive emotions
More than any other AV channel
Positive emotions
64%
85%
65%
cinema
62%
Live
tv
Longform
vod
Short online video
Source
:
IPA
TouchPoints
2016
.
% of all time spent consuming each media associated with positive emotions Slide13
ABC1 ADULTS
HELP Drive the
box officeSlide14
ABC1 ADULTS help drive the box-office…
Go to the cinema within
two weeks
of film opening
Source:
FAME
2016
62%Slide15
Why do ABC1 ADULTS go to the cinema?
“You can’t replicate the cinema experience on a TV/laptop/tablet/mobile”
(Index: 116)
“I get completely absorbed into the story when I watch a film at the cinema”
(Index: 112)
Source:
FAME
2016
70%
68%Slide16
HOW TO REACH THEM
Top
upcoming releases for ABC1 Adults
Action
adventure
Kingsman:
The Golden Circle
Jumanji: Welcome To The Jungle
Gringo
ARTHOUSE
Borg/McEnroe
Loving Vincent
SCI-FI & FANTASY
Valerian
and the City of a Thousand Planets
The Dark Tower
Maze Runner: The
Death Cure
THRILLERS
Atomic Blonde
The Snowman
The
Limehouse
Golem
God’s Own CountrySlide17
ABC1 ADULTS LOVE ‘AWARDS SEASON’
Key premium titles released during ‘awards season’ are a great way of reaching an affluent adult audience
29%
of ABC1 adults agree that they’re more likely to see a film at cinema if it’s nominated for Oscars or BAFTAs
(
Index: 118)
Spotlight
81% ABC1
12 Years A Slave
71% ABC1
The Revenant
68% ABC1
Source:
FAME 2016.
Audience Profiles:
CAA Film Monitor.Slide18
After the film
Here’s what they do after the credits
roll…
17%
40%
Went for food
and/or drink
Went grocery shopping
16%
Went non-grocery shopping
Source: FAME
2016.
Activities do immediately after / on same day as cinema visitSlide19
KEY CATEGORY INSIGHTS
53%
AGREE THEY TRY TO KEEP UP WITH DEVELOPMENTS IN TECHNOLOGY
43%
Agree they try to go somewhere different on holiday every time
32%
INTEND TO BUY A VEHICLE IN THE NEXT TWO YEARS
Source:
GB TGI Q1
2017.
Base
:
ABC1 adult cinemagoers
1.
Index vs. average UK adult: 117
2.
Index 116
3.
vs. average UK adult
4.
Index: 120
20%
MORE LIKELY TO AGREE THAT THEY SPEND A LOT ON CLOTHES Slide20
TOOLKITSlide21
How to Buy Cinema
Reaching
ABC1 Adults
Ratecard
CPT
£60
Source:
CAA Film Monitor Coverage
&
Frequency
2016
AGP
ADULT AGP (18+)
FILM PACK
Ratecard
CPT
£65
Ratecard
CPT
£80
Ratecard
CPT
£100
Non-blockbuster
Blockbuster
Prem
agp
Ratecard
CPT
£70
Ratecard
CPT
£120
Super BlockbusterSlide22
Toolkit
Source: CAA Film Monitor Coverage & Frequency 2016
AGP - Audience Reach
–
ABC1 Adults
reach
Time period
Audience
(000’S)
Reach %frequency
1 week
19855387
81309893111371207213122
15644
8
20
31
38
42
46
50
59
1.00
1.47
1.95
2.41
2.85
3.29
3.93
6.60
1 month
2 months
3 months
4 months
5 months
6 months
12 months