1. Dcm audience insights
16-34 women

2. 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

3. 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

4. 16-34 women SPEND 3 hours 21 minutes PER DAY CONSUMING AV
Source: IPA TouchPoints 2016

5. 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

6. 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 women are ‘Light Commercial
TV Viewers’
33%
of women have watched live TV online in last year
(Ix. 110)
24%
of women have used Netflix in
last 4 weeks
(Ix. 181)
KEY TV SHOWS FOR 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

7. 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

8. LET’S GO TO THE cinema WITH…
16-34 WOMEN

9. 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

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

11. THE ADS AND TRAILERS ARE PART OF THE EXPERIENCE
91%
Make sure they’re seated before anything is on screen (ever)
Source: FAME 2016

12. The big screen creates big emotions

13. 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

14. 16-34 WOMEN HELP drive
The box office

15. 16-34 WOMEN help drive the box-office…
46%
Go to the cinema within a week of film opening
(Index: 126)
Source: FAME 2016

16. 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

17. HOW TO REACH THEM COMEDY HORROR ROMANCE SCI-FI & FANTASY
Top upcoming releases for 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

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

19. 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 Q Base: female cinemagoers
1/3/4. vs. average UK adult 2. Index vs. average UK adult: 136

20. TOOLKIT

21. £70 £70 £65 £80 £100 £120 How to Buy Cinema FEMALE AGP YOUTH AGP
Reaching 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

22. Toolkit reach Time period Audience (000’S) Reach % frequency
AGP - Audience Reach – 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