Dcm audience insights ABC1 MEN

28% of all UK cinema admissions ABC1 MEN: 4 fast facts 2 1 82% are cinemagoers 48.9 million admissions 6.3 3 28% of all UK cinema admissions 4 Visits per year Source: 1. TGI GB 2017 Q1 - up 9% 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? Will pay more for quality goods Quality time Follow tech developments Ultimate visual experience Financially minded Entertainment banker

ABC1 MEN SPEND 3 HOURS 46 MINUTES PER DAY CONSUMING AV Source: IPA TouchPoints 2016

Netflix, iPlayer, All 4, Sky+ etc. av consumption How it breaks down for ABC1 Men 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 ABC1 MEN 2 hours 35 minutes 55 minutes 10 minutes Average time per day 16+ adults 2 hours 58 minutes 55 minutes 8 minutes Source: IPA Touchpoints 2016

Live Football on Sky Sports av consumption ABC1 Men are more likely to be light commercial TV viewers and spend more time using services such as Netflix 68% of ABC1 men are ‘Light Commercial TV Viewers’ 38% of ABC1 men have watched live TV online in last year (Ix. 128) 15% of ABC1 men have used Netflix in last 4 weeks (Ix. 115) KEY TV SHOWS FOR ABC1 MEN Live Football on Sky Sports Index: 173 F1 Grand Prix Index: 154 FA Cup Index: 150 Game Of Thrones Index: 124 Source: IPA Touchpoints 2016 & GB TGI Q2 2017

FILM REMAINS A PASSION POINT FOR ABC1 MEN 54% 50% …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 2016

LET’S GO TO THE cinema WITH… ABC1 MEN

42% 49% 2.5 average group sIze 25% In the cinema foyeR Here’s what they’re doing… 49% 2.5 average group sIze Go WITH THEIR PARTNER 25% 42% Go with friends Bought their tickets in advance Source: FAME 2016

THE ADS AND TRAILERS ARE PART OF THE EXPERIENCE 92% 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% 67% 67% 63% Positive emotions Source: IPA TouchPoints 2016. % 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… 40% Go to the cinema within a week of film opening (Index: 108) Source: FAME 2016

Why do ABC1 MEN go to the cinema? 61% 50% “There is no better place to watch films than at the cinema” (Index: 116) “Go to the cinema for entertainment” (Index: 122) Source: FAME 2016

Star Wars: The Last Jedi HOW TO REACH THEM Top upcoming releases for ABC1 Men Action adventure DRAMA Sci-Fi & Fantasy THRILLERS Kingsman: The Golden Circle Borg/McEnroe Blade Runner 2049 Atomic Blonde Tomb Raider Murder on the Orient Express Geostorm American Made Robin Hood Darkest Hour Star Wars: The Last Jedi The Papers

ABC1 MALE CINEMAGOERS LOVE ‘AWARDS SEASON’ Key premium titles released during ‘awards season’ are a great way of reaching an affluent male audience 30% of ABC1 men agree that they’re more likely to see a film at cinema if it’s nominated for Oscars or BAFTAs (Index: 121) The Big Short 77% ABC1 / 63% Male Arrival 71% ABC1 / 64% Male The Revenant 68% ABC1 / 59% Male Source: FAME 2016. Audience Profiles: CAA Film Monitor.

Went for food and/or drink Went non-grocery shopping After the film Here’s what they do after the credits roll… 46% 19% 18% Went for food and/or drink (Index: 123) Went grocery shopping (Index: 123) Went non-grocery shopping (Index: 128) Source: FAME 2016. Activities do immediately after / on same day as cinema visit

64% 59% 35% 48% KEY CATEGORY INSIGHTS INTEND TO BUY A NEW VEHICLE IN THE NEXT TWO YEARS AGREE THEY TRY TO KEEP UP WITH DEVELOPMENTS IN TECHNOLOGY 48% 59% AGREE THEY LOVE TO BUY NEW GADGETS AND APPLIANCES AGREE THEY LIKE TO TRY NEW FOOD PRODUCTS Source: GB TGI Q1 2017. Base: ABC1 male cinemagoers 1. Index vs. average UK adult: 130 2. Index 139 3. Index 133 4. Index 106

TOOLKIT

£70 £65 £70 £80 £100 £120 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 Ratecard CPT £120 Super Blockbuster Source: CAA Film Monitor Coverage & Frequency 2016

Toolkit reach Time period Audience (000’S) Reach % frequency AGP - Audience Reach – ABC1 Men reach Time period Audience (000’S) 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 2016