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?)

•Over 45’s are most likely to frequent Art house cinemas.•The gender of the over 45’s is 50/50.• The social grade of people who go to Art house cinema is ABC1.

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

 

Other media is not as social as cinema. At the cinema you have to engage with the screen for more than an hour in the company of many others, this gives a positive environment as everyone is there for the same thing. Whereas when you buy newspapers and magazines you buy them for personal enjoyment and they don’t have the positive vibe that the cinema does.

3. There are 3721 cinema screens in the UK.

4. A multiplex is a cinema with 5 or more screens.

5. Independent cinemas contrast to Multiplex cinemas as they offer individuality.

Group habits

7-14 yr olds A majority of 7-14 year olds go to the cinema with their parents.

15-24 year olds This age group are heavy cinemagoers, they mostly go in groups of 4 with friends, when the film first comes out.

Male Males tend to go to the cinema with a boyfriend or girlfriend. They are more likely to watch a film at the preview.

Female More women than men are heavy cinema goers. They also tend to go with a boyfriend or girlfriend.

Housewives & Children More housewives take their children to the cinema when they are over 7, rather than under 7.

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?)

MEDIA AUDIENCES

TV and other media habits UK audience / demographics breakdown

Lifestyle / description

TV channels watched

Other media Internet use

Men 16-34

Men ABC1

Men C2DE

Men 55+

Women 16-34

Women ABC1

Women C2DE

Women 55+

Children /Boys and girls

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