1. Dcm audience insights
ABC1 MEN

2. 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

3. 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

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

5. 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

6. 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

7. 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

8. LET’S GO TO THE cinema WITH…
ABC1 MEN

9. 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

10. THE ADS AND TRAILERS ARE PART OF THE EXPERIENCE
92%
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%
67%
67%
63%
Positive emotions
Source: IPA TouchPoints 2016.
% of all time spent consuming each media associated with positive emotions

13. ABC1 MEN HELP
drive the box office

14. ABC1 men help drive the box-office…
40%
Go to the cinema within a week of film opening
(Index: 108)
Source: FAME 2016

15. 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

16. 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

17. 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.

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

19. 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 Q Base: ABC1 male cinemagoers
1. Index vs. average UK adult: Index Index Index 106

20. TOOLKIT

21. £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

22. 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