1. Dcm audience insights
women

2. 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

3. 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

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

5. 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

6. 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

7. 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

8. LET’S GO TO THE cinema WITH…
WOMEN

9. 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

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

11. The big screen creates big emotions

12. 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

13. 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

14. 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

15. 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 Activities do immediately after / on same day as cinema visit

16. 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 Q Base: Female cinemagoers
1. Index vs. average UK adult: Index Index Index 110

17. TOOLKIT

18. £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

19. 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