Dcm audience insights ABC1 MEN

28% of all UK cinema admissions ABC1 MEN: 4 fast facts 2 1 84% are cinemagoers 48.9 million admissions 6.3 3 28% of all UK cinema admissions 4 Visits per year Source: 1. TGI Q2 2016 2-4. CAA Film Monitor Coverage & Frequency 2015

Who are they? GETTING TO KNOW THEM What does cinema mean to them? Will pay more for quality goods Quality time Follow tech developments Ultimate visual experience Financially minded Entertainment banker

ABC1 MEN SPEND 3.7 HOURS PER DAY CONSUMING AV Source: IPA TouchPoints 6

Short form online video av consumption How it breaks down for ABC1 men Live tv BBC, ITV, C4, Sky 1 Long form vod Netflix, iPlayer, All 4 etc. Short form online video YouTube, Facebook etc. Average time per day ABC1 MEN 3 hours 12 minutes 19 minutes 8 minutes Average time per day 16+ adults 3 hours 31 minutes 18 minutes 6 minutes Source: IPA Touchpoints 6

FILM REMAINS A PASSION POINT FOR ABC1 MEN 55% 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 2015

LET’S GO TO THE cinema WITH… ABC1 MEN

54% 25% 2.7 average group sIze 27% In the cinema foyeR Go as a couple Here’s what they’re doing… 25% 2.7 average group sIze Go as a couple 27% 54% Go with friends Bought their tickets in advance Source: FAME 2015

THE ADS & TRAILERS ARE PART OF THE EXPERIENCE 92% Make sure they’re seated before anything is on screen (ever) Source: FAME 2015

The big screen creates big emotions

Cinema creates positive emotions More than any other AV channel cinema Live tv Longform vod Short online video 83% 68% 66% 59% Positive emotions Source: IPA TouchPoints 6. % of all time spent consuming each media associated with positive emotions

ABC1 MEN HELP drive the box office

ABC1 men help drive the box-office… 49% 50% Go to the cinema within a week of film opening (Index: 102) decided to see the film two or more weeks before their trip (Index: 113) Source: FAME 2015

Why do ABC1 MEN go to the cinema? 72% 25% “There is no better place to watch films than at the cinema” (Index: 105) “Go to the cinema for a night out” (Index: 116) Source: FAME 2015

Billy Lynn’s Long Halftime Walk Guardians Of The Galaxy HOW TO REACH THEM Top films for ABC1 Men in 2016/17 Action adventure Sci-Fi & Fantasy Superhero DRAMA Free State Of Jones Passengers Logan Billy Lynn’s Long Halftime Walk Kong: Skull Island Ghost In The Shell Guardians Of The Galaxy Silence Dunkirk Alien: Covenant Wonder Woman T2: Trainspotting

Went for food and/or drink Went non-grocery shopping After the film Here’s what they do after the credits roll… 44% 15% 13% Went for food and/or drink (Index: 101) Went non-grocery shopping (Index: 112) Went grocery shopping (Index: 113) Source: FAME 2015. Activities do immediately after / on same day as cinema visit

TOOLKIT

£70 £65 £70 £80 £100 How to Buy Cinema Male AGP Alcohol AGP (18+) Reaching ABC1 Men Male AGP Alcohol AGP (18+) Prem agp FILM PACK Ratecard CPT Ratecard CPT Ratecard CPT Ratecard CPT Ratecard CPT £70 £65 £70 £80 £100 Non-blockbuster Blockbuster Source: CAA Film Monitor Coverage & Frequency 2015

Toolkit reach Audience (000’S) Time period Reach % frequency AGP - Audience Reach – ABC1 Men reach Audience (000’S) Time period Reach % frequency 1 week 940 2502 3780 4623 5235 5709 6262 7709 7 19 29 35 40 43 48 59 1.00 1.50 1.99 2.40 2.87 3.29 3.90 6.34 1 month 2 months 3 months 4 months 5 months 6 months 12 months Source: CAA Film Monitor Coverage & Frequency 2015