Almost 70% of 35 ABC1s are cinemagoers having been in the last year Just under 40% have been in the past 3 months 35+ ABC1s GO TO THE CINEMA REGULARLY Source notes: TGI Q3 2009, Base: All adults, Target: 35+ ABC1s

55% are light TV viewers watching less than 20 hours per week But 24% are heavy cinemagoers, being in the top two quintiles for cinemagoing Which means that cinema delivers an essential hard to reach audience HOWEVER, 35+ ABC1s ARE LIGHT TV VIEWERS Source notes: TGI Q3 2009, Base: All adults, Target: 35+ ABC1s

CINEMA HELPS TO REACH LIGHT TV VIEWERS CINEMA: THE QUALITY BROADCAST CHANNEL Source notes: GB TGI 2009 Q3. Weighted delivery. 35+ ABC1s 35+ ABC1s MNQ5 TV (Lowest 20% TV viewers) 4,044,000 21% 35+ ABC1s MNQ1 Cinema (Highest 20% cinema viewers) 2,044,000 11% 35+ ABC1s MNQ5 TV & MNQ1 Cinema 545, % Cinema delivers additional, core, hard to reach audiences