Dcm audience insights women

46% of all UK cinema admissions women: 4 fast facts 2 1 79% are cinemagoers 78.7 million admissions 6 3 46% of all UK cinema admissions 4 Visits per year Source: 1. TGI GB 2017 Q1 - up 14% from 2011 (Source: TGI GB Q1 2012) 2-4. CAA Film Monitor Coverage & Frequency 2016

Who are they? GETTING TO KNOW THEM What does cinema mean to them? Often juggling tasks, appreciate ‘me time’ Provides time out Desire to grow and seek new experiences Swept away by stories Careful spenders, save for things they want Social activity

women SPEND 4 hours 10 minutes PER DAY CONSUMING AV Source: IPA TouchPoints 2016

Netflix, iPlayer, All 4, Sky+ etc. av consumption How it breaks down for women Live tv BBC, ITV, C4, Sky 1 CATCH UP/ ON DEMAND Netflix, iPlayer, All 4, Sky+ etc. online video YouTube, Facebook etc. Average time per day WOMEN (2016) 2 hours 59 minutes 59 minutes 6 minutes Average time per day WOMEN (2015) 3 hours 7 minutes 47 minutes 4 minutes Source: IPA Touchpoints 2016

The Great British Bake Off I’m A Celebrity: Get Me Out Of Here av consumption 16+ Women are more likely to be light commercial TV viewers and users of services such as iPlayer and Netflix 60% of 16+ women are ‘Light Commercial TV Viewers’ 25% of 16+ women have watched live TV online in last year 13% of 16+ women have used Netflix in last 4 weeks KEY TV SHOWS FOR 16+ WOMEN The Great British Bake Off Index: 135 Britain’s Got Talent Index: 131 I’m A Celebrity: Get Me Out Of Here Index: 121 Coronation Street Index: 140 Source: IPA Touchpoints 2016 & GB TGI Q2 2017

FILM REMAINS A PASSION POINT 51% …Used an online film service in the past 3 months CINEMA FUELS THEIR FILM HABIT FURTHER! Source: FAME 2016

LET’S GO TO THE cinema WITH… WOMEN

ATTEND WITH THEIR PARTNER In the cinema foyeR Here’s what they’re doing… 39% ATTEND WITH THEIR PARTNER 2.6 average group sIze 32% 51% Go with FAMILY SPENT MONEY ON FOOD/DRINK Source: FAME 2016

the ads & TRAILERS FORM PART OF THE EXPERIENCE 94% Make sure they’re seated before anything is on screen (ever) Source: FAME 2016

The big screen creates big emotions

Cinema creates positive emotions More than any other AV channel cinema Live tv Longform vod Short online video 85% 61% 63% 58% Positive emotions Source: IPA TouchPoints 2016. % of all time spent consuming each media associated with positive emotions

Why do WOMEN go to the cinema? 65% 71% “Going to the cinema allows me to have some well-needed time out from day-to-day life” (Index: 119) “I get completely absorbed into the story when I watch a film at the cinema” (Index: 117) Source: FAME 2016

The Mountain Between Us HOW TO REACH THEM Top upcoming releases for Women COMEDY DRAMA ROMANCE THRILLERS Battle Of The Sexes Victoria & Abdul Breathe Annabelle: Creation A Bad Mom’s Christmas mother! The Mountain Between Us Flatliners Pitch Perfect 3 Murder on the Orient Express Fifty Shades Freed Red Sparrow

Went for food and/or drink Went non-grocery shopping After the film Here’s what women do after the credits roll… 37% 17% 17% Went for food and/or drink Went grocery shopping Went non-grocery shopping Source: FAME 2016. Activities do immediately after / on same day as cinema visit

47% 61% 54% 52% KEY CATEGORY INSIGHTS AGREE THAT THEY REALLY ENJOY SHOPPING AGREE THAT THEY ARE PASSIONATE ABOUT TRAVELLING 52% 61% AGREE THAT THEY LIKE TO TRY NEW DRINKS AGREE THAT THEY LIKE TO TRY NEW FOOD PRODUCTS Source: GB TGI Q1 2017. Base: Female cinemagoers 1. Index vs. average UK adult: 137 2. Index 111 3. Index 107 4. Index 110

TOOLKIT

£70 £65 £80 £100 £120 How to Buy Cinema Female AGP alcohol AGP (18+) Reaching Women Female AGP alcohol AGP (18+) FILM PACK Ratecard CPT Ratecard CPT Ratecard CPT Ratecard CPT £70 £65 £80 £100 Non-blockbuster Blockbuster Ratecard CPT £120 Super Blockbuster

Toolkit reach Time period Audience (000’s) Reach % frequency AGP - Audience Reach – Women reach Time period Audience (000’s) Reach % frequency 1 week 1513 4149 6296 7700 8711 9482 10363 12515 6 17 26 31 36 39 42 51 1.00 1.46 1.92 2.36 2.78 3.19 3.79 6.28 1 month 2 months 3 months 4 months 5 months 6 months 12 months Source: CAA Film Monitor Coverage & Frequency 2015