DCM AUDIENCE INSIGHTS ABC1 WOMEN ABC1 WOMEN: 4 FAST FACTS 2 1 85% ARE CINEMAGOERS 3 32% OF ALL UK CINEMA ADMISSIONS 54.3
MILLION ADMISSIONS 6. 9 4 VISITS PER YEAR Source: 1. TGI Q2 2016 2-4. CAA Film Monitor Coverage & Frequency 2015 GETTING TO KNOW THEM WHO ARE THEY? Value friends and family time WHAT DOES CINEMA MEAN
TO THEM? Unwind time Appreciate good quality Quality time out Want to treat themselves Social activity ABC1 WOMEN SPEND 3.7 HOURS PER DAY CONSUMING AV SOURCE: IPA TOUCHPOINTS 6 AV CONSUMPTION How it breaks down for ABC1 women SHORT FORM
ONLINE VIDEO BBC, ITV, C4, Sky 1 LONG FORM VOD AVERAGE TIME PER DAY ABC1 WOMEN 3 hours 16 minutes 20 minutes 6 minutes AVERAGE TIME PER DAY
16+ ADULTS 3 hours 31 minutes 18 minutes 6 minutes LIVE TV Netflix, iPlayer, All 4 etc. YouTube, Facebook etc. Source: IPA Touchpoints 6 FILM REMAINS A PASSION POINT FOR ABC1 WOMEN 49
% 48 % 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 2015 LETS GO TO THE CINEMA WITH ABC1 WOMEN WHY DO ABC1 WOMEN GO TO THE CINEMA?
77% Cinema lets me escape from the demands of everyday life (Index: 105) Source: FAME 2015 IN THE CINEMA FOYER Heres what theyre doing 2.8 AVERAGE GROUP SIZE 26% 51% BOUGHT THEIR TICKETS IN ADVANCE
GO AS A COUPLE Source: FAME 2015 THE ADS & TRAILERS FORM PART OF THE EXPERIENCE 94 % Make sure theyre seated before anything is on screen (ever) Source: FAME 2015 THE BIG SCREEN CREATES BIG EMOTIONS CINEMA CREATES POSITIVE EMOTIONS
SHORT ONLINE VIDEO LONGFORM VOD LIVE TV CINEMA More than any other AV channel 83% 64% 63% 63% Positive emotions Source: IPA TouchPoints 6. % of all time spent consuming each media associated with positive emotions HOW TO REACH THEM Top films for ABC1 Women in 2016/17
PERIOD DRAMA ROMANCE THRILLERS Jackie Light Between The Oceans A United Kingdom Collateral Beauty 20th Century Women Allied La La Land Miss Sloane
The Mountain Between Us Loving Fifty Shades Darker Red Sparrow DRAMA AFTER THE FILM Heres what they do after the credits roll 37 % Went for food and/or drink 11 %
Went grocery shopping 8% Went non-grocery shopping Source: FAME 2015. Activities do immediately after / on same day as cinema visit TOOLKIT HOW TO BUY CINEMA Reaching ABC1 Women AGP ADULT AGP (18+) PREM AGP
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