Media Audience Research

UnderstandingMedia Audiences

Source notes: CAA Film Monitor Jan – Dec 08 Q1Base: 15+

2009 ART HOUSE AUDIENCE PROFILETARGETING AN OLDER AND MORE AFFLUENT AUDIENCE

49%

14%

17%

20%

CINEMA: THE ULTIMATE BRAND EXPERIENCE

15-24

25-34

35-44

45+ 50%

50%

22%

78%

M

F

ABC1

C2DE

Age Gender Social Grade

Summarise the leading profile for Art House Cinema (who is most likely to frequent Arthouse cinemas?)

Male and Female (split 50-50) Who are 45+ (49%)

Are in the ABC1 Social Grade (78%)

How do other media compare to cinema for positive engagement from the audience? 

TV has the second highest percentage, 22%, (behind cinema 33%) for the percentage of people who feel they have positively engaged the medium. 44%

Magazine 19% and 61%

Newspaper 15% and 68%

Radio 18% and is the second least avoided medium with 16% (behind cinema with 8%).

3. There are 3721 cinema screens in the UK

4. A multiplex is defined as being “a new build cinema with 5 or more screens”.

5. Independent Cinema’s have less screens than the multiplex’s and are usually privately owned.

Group habits

7-14 yr olds 38% go with there family (parents) and there average party size is 3.79

15-24 year olds More likely to go with friends, most likely to watch the ads, and have an average party size of 4

Male Heavy cinema goers, likely to watch the ads, go with partner

Female Watch the ads , go with partner

Housewives & Children 70% go with children under 14

According to the Pearl and Dean source what can you summarise about the following audience groups and their cinema habits?

Which audience would you say is the most profitable one for cinemas? (Who are they most likely to target and why?)

7-14 year olds as they are normally accompanied by there parent (s) and would be likely to purchase confectionary from the cinema.

MEDIA AUDIENCES

TV and other media habits UK audience / demographics breakdown

Lifestyle / description

TV channels watched

Other media Internet use

Men 16-34 Work and social lives main focus

All Sky Sports, channel 4, bravo and kerrang

Newspaper, cinema and radio

Prime Focus, 70% broadband at home, online gaming + sports

Men ABC1 Most married or cohobating

Sky sports, BBC2 and ITV4

DVD, Radio Travel, sport and finance

Men C2DE Work Sport, ITV, Five, Discovery, Bravo Sci-Fi and sky sports

DVD, Radio General entertainment

Men 55+ Retired BBC, ITV, UKTV History

Radio, Newspapers

Less use than others

Women 16-34 More career based

C4, E4, ITV2 and MTV

Radio, Magazine

Instant messaging

Women ABC1 Children E4, UKTV Style, Living, Channel 4 BBC

Magazines, Cinema

Less inclined to spend time online

Women C2DE Young mums ITV, Five, ITV2, E4, Living TV, Children's channel

TV, Radio, magazine

Communication, information and practical purposes (banking)

Women 55+ Retired ITV, BBC Radio, TV Less time spent

Children /Boys and girls

Soak up new technology

Children’s channel

Magazines, music, radio

Internet gaming, communication

http://www.thinkbox.tv/server/show/nav.914Using the link complete this table:

Classifying audiences and Psychographic profiles

http://www.caci.co.uk/acorn2009/acornmap_ext.aspList the main audience profiles used by Acorn

Conduct your own Internet search to find out what VALs and Psychographics are? (Give examples).

http://www.channel4sales.com/data/audience_share