Dcm audience insights 16-34 women

21% of all UK cinema admissions 16-34 women: 4 fast facts 2 1 92% are cinemagoers 36.1 million admissions 7 3 21% of all UK cinema admissions 4 Visits per year Source: 1. TGI 2017 Q1 - up 8% 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? Ambitious to achieve and be respected Hype and glamour Keep a close circle of friends and family Conversation fuel Regularly checking phone and social networks Social activity

16-34 women SPEND 3 hours 21 minutes PER DAY CONSUMING AV Source: IPA TouchPoints 2016

Netflix, iPlayer, All 4, Sky+ etc. Media & av consumption How it breaks down 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 16-34 WOMEN 1 hour 49 minutes 1 hour 8 minutes 15 minutes Average time per day 16+ adults 2 hours 58 minutes 55 minutes 8 minutes Source: IPA Touchpoints 2016

The Great British Bake Off av consumption 16-34 Women are more likely to be light commercial TV viewers and spend more time using services such as Netflix 62% of 16-34 women are ‘Light Commercial TV Viewers’ 33% of 16-34 women have watched live TV online in last year (Ix. 110) 24% of 16-34 women have used Netflix in last 4 weeks (Ix. 181) KEY TV SHOWS FOR 16-34 WOMEN Made In Chelsea Index: 296 Love Island Index: 318 Britain’s Got Talent Index: 135 The Great British Bake Off Index: 129 Source: IPA Touchpoints 2016 & GB TGI Q2 2017

Film REMAINS A PASSION POINT FOR 16-34 WOMEN 71% …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… 16-34 WOMEN

BROWSE THE INTERNET ON THEIR PHONE WHILE WAITING In the cinema foyeR Here’s what they’re doing… 34% 2.8 average group sIze GO WITH PARTNER 34% 55% Go with friends BROWSE THE INTERNET ON THEIR PHONE WHILE WAITING Source: FAME 2016

What are they doing on their phones? 51% have shared their cinema experience socially Source: FAME 2016

THE ADS AND TRAILERS ARE PART OF THE EXPERIENCE 91% 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% 56% 62% 57% Positive emotions Source: IPA TouchPoints 2016. % of all time spent consuming each media associated with positive emotions

16-34 WOMEN HELP drive The box office

16-34 WOMEN help drive the box-office… 46% Go to the cinema within a week of film opening (Index: 126) Source: FAME 2016

Why do 16-34 WOMEN go to the cinema? 58% 42% “The cinema is a great way to spend quality time with family and friends” (Index: 112) “I love sharing my recommendations on films I have seen” (Index: 143) Source: FAME 2016

HOW TO REACH THEM COMEDY HORROR ROMANCE SCI-FI & FANTASY Top upcoming releases for 16-34 Women COMEDY HORROR ROMANCE SCI-FI & FANTASY Rough Night Annabelle: Creation Everything, Everything Valerian and the City of a Thousand Planets A Bad Mom’s Christmas The Ritual The Mountain Between Us Flatliners Pitch Perfect 3 Happy Death Day Fifty Shades Freed Maze Runner: The Death Cure

Went for food and/or drink Went non-grocery shopping After the film Here’s what they do after the credits roll… 46% 25% 22% Went for food and/or drink (Index: 125) Went grocery shopping (Index: 159) Went non-grocery shopping (Index: 156) Source: FAME 2016. Activities do immediately after / on same day as cinema visit

58% 63% 55% 80% KEY CATEGORY INSIGHTS MORE LIKELY TO AGREE THEY SPEND A LOT ON TOILETRIES & COSMETICS ARE PASSIONATE ABOUT TRAVELLING 80% 63% MORE LIKELY TO AGREE THEY SPEND A LOT ON CLOTHES MORE LIKELY TO AGREE THEY BUY NEW PRODUCTS BEFORE MOST OF THEIR FRIENDS Source: GB TGI Q1 2017. Base: 16-34 female cinemagoers 1/3/4. vs. average UK adult 2. Index vs. average UK adult: 136

TOOLKIT

£70 £70 £65 £80 £100 £120 How to Buy Cinema FEMALE AGP YOUTH AGP Reaching 16-34 Women FEMALE AGP YOUTH AGP ADULT AGP (16+) FILM PACK Ratecard CPT Ratecard CPT Ratecard CPT Ratecard CPT Ratecard CPT £70 £70 £65 £80 £100 Non-blockbuster Blockbuster Ratecard CPT £120 Super Blockbuster Source: CAA Film Monitor Coverage & Frequency 2016

Toolkit reach Time period Audience (000’S) Reach % frequency AGP - Audience Reach – 16-34 Women reach Time period Audience (000’S) Reach % frequency 1 week 603 1664 2510 3055 3440 3727 3953 4808 8 22 34 41 46 50 53 65 1.00 1.45 1.92 2.37 2.80 3.24 3.66 6.52 1 month 2 months 3 months 4 months 5 months 6 months 12 months Source: CAA Film Monitor Coverage & Frequency 2016