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ABC1 WOMEN

Gain insights into ABC1 women's cinema habits and preferences, their reasons for visiting cinemas, emotional connections to film, top film choices, and post-cinema activities. Discover their daily AV consumption, engagement with cinema as a passion point, and advertising preferences. The toolkit included provides information on reaching ABC1 women effectively, with rate cards for different film packages.

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ABC1 WOMEN

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  1. Dcm audience insights ABC1 WOMEN

  2. abc1 women: 4 fast facts 2 1 54.3 millionadmissions 85% are cinemagoers 6.9 3 4 32% of all UKcinema admissions Visits per year Source: 1. TGI Q2 2016 2-4. CAA Film Monitor Coverage & Frequency 2015

  3. GETTING TO KNOW THEM Who are they? What doescinema mean to them? Want to treat themselves Value friends and family time Appreciate good quality Social activity Unwind time Quality time out

  4. Source: IPA TouchPoints 6 abc1 women SPEND 3.7 HOURS PER DAY CONSUMING AV

  5. av consumption How it breaks down for ABC1 women Live tv BBC, ITV,C4, Sky 1 Source: IPA Touchpoints 6 Average time per day Abc1 WOMEN Average time per day 16+ adults 3 hours 16 minutes 20 minutes 6 minutes 3 hours 31 minutes 18 minutes 6 minutes Long form vod Netflix, iPlayer,All 4 etc. Shortform onlinevideo YouTube,Facebook etc.

  6. FILM REMAINS A PASSION POINT FOR ABC1 WOMEN …Used an online film servicein the past 3 months …Bought a DVD/Blu-Rayin past 3 months CINEMA FUELS THEIR FILM HABIT FURTHER! Source: FAME 2015 49% 48%

  7. LET’S GO TO THE cinema WITH… abc1 WOMEN

  8. Why do ABC1 WOMEN go to the cinema? “Cinema lets me escape from the demands of everyday life” (Index: 105) Source: FAME 2015 77%

  9. In the cinema foyeR Here’s what they’re doing… 51% 2.8 average group sIze 26% Go as a couple Source: FAME 2015 Bought their tickets in advance

  10. THE ADS & TRAILERS FORM PART OF THE EXPERIENCE Make sure they’re seated before anything is on screen (ever) Source: FAME 2015 94%

  11. The big screen creates big emotions

  12. Cinema creates positive emotions More than any other AV channel Source: IPA TouchPoints 6. % of all time spent consuming each media associated with positive emotions Positive emotions 64% 83% 63% cinema 63% Live tv Longform vod Short online video

  13. HOW TO REACH THEM Light Between The Oceans Top films for ABC1 Women in 2016/17 DRAMA Period drama romance thrillers Jackie A United Kingdom Collateral Beauty 20th Century Women Allied La La Land Miss Sloane The Mountain Between Us Loving Fifty Shades Darker Red Sparrow

  14. After the film Here’s what they do after the credits roll… 8% Went non-grocery shopping Source: FAME 2015. Activities do immediately after / on same day as cinema visit 11% 37% Went for food and/or drink Went grocery shopping

  15. TOOLKIT

  16. How to Buy Cinema Reaching ABC1 Women Ratecard CPT £60 Source: CAA Film Monitor Coverage & Frequency 2015 AGP ADULT AGP (18+) FILM PACK Ratecard CPT £65 Ratecard CPT £80 Ratecard CPT £100 Non-blockbuster Blockbuster Premagp Ratecard CPT £70

  17. Toolkit AGP - Audience Reach – ABC1 Women Source: CAA Film Monitor Coverage & Frequency 2015 reach Time period Audience (000’S) Reach % frequency 1 week 1045 2885 4351 5270 5902 6363 6859 7936 8 22 33 40 45 48 52 60 1.00 1.45 1.92 2.38 2.83 3.28 3.96 6.85 1 month 2 months 3 months 4 months 5 months 6 months 12 months

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