DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE

CINEMA CAN REACH PET OWNERS

DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE

Presented by : Isabel TayeDate : 23rd July 2012

DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE

JULY 2012: CINEMA DELIVERING A PET-OWNING AUDIENCE

CINEMA CAN REACH A PET OWNING AUDIENCE

Source : GB TGI Q3 2012 | Base : All 15+ AdultsTarget : Pet Owners incl. Dogs or Cats

MEDIA CONSUMPTION

DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE

JULY 2012: CINEMA DELIVERING A PET-OWNING AUDIENCE

THEY ARE MOST LIKELY TO PAY ATTENTION TO ADVERTS ON THE RADIO AND IN CINEMA

Source : GB TGI Q3 2012 | Base : All 15+ AdultsTarget : Pet Owners incl. Dogs or Cats

PAY MOST ATTENTION TO ADVERTS IN…

LOWEST AD AVOIDANCE IN CINEMA AMONGST PET OWNERS

Source : IPD Touchpoints 4 2012 (Time Diary) | Base : Cinemagoers who own a dog or catTarget : Weekly Reach : At the Cinema / Watching Commercial TV / Listening to Commercial Radio / Reading Newspapers / Reading Magazines / Using the Internet / Out of Home

62% agree…If I am reading a magazine and I come across several pages of adverts, I always

flick past them

64% agree… I tend to arrive in time to watch the ads before the

film and trailers start

59% agree…I change channels when the

advert comes on TV

88% agree…I normally fast forward through the advertising

break when I am watching a recording of a TV

programmes

59% agree…It annoys me when

promotions and advertising interrupts the music on the

radio

50% agree…I find advertising on the internet very irritating

JULY 2012: CINEMA DELIVERING A PET-OWNING AUDIENCE

57% agree… “I often get excited about a film before it is released”

62% agree… “When a film that I really want to see is released at the cinema, I will generally go and see it as soon as its released”

69% agree… “When going to the cinema, I tend to plan my day/ evening around seeing the film”

81% agree… “I often talk about films I’ve seen at the cinema with friends / family”

40% agree… “I feel left out if my friends are talking about a film I haven’t seen”

CINEMA BRINGS EXCITEMENT & ANTICIPATION, DRIVING WORD OF MOUTH

Source : IPD Touchpoints 4 2012 (Time Diary) | Base : Cinemagoers who own a dog or catTarget : Weekly Reach : At the Cinema

JULY 2012: CINEMA DELIVERING A PET-OWNING AUDIENCE

TO THEM.. CINEMA IS A SHARED EXPERIENCE WITH LOVED ONES AND FRIENDS

Source : IPD Touchpoints 4 2012 (Time Diary) | Base : Cinemagoers who own a dog or catTarget : Weekly Reach : At the Cinema / Watching Commercial TV / Listening to Commercial Radio / Reading Newspapers / Reading Magazines / Using the Internet / Out of Home

JULY 2012: CINEMA DELIVERING A PET-OWNING AUDIENCE

DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIESource : GB TGI Q3 2012 | Base : All Dog OwnersTarget : All Cinemagoers who have been to the cinema in the last 6 months

JULY 2012: CINEMA DELIVERING A PET-OWNING AUDIENCE

TOP BRANDS CINEMAGOERS WITH DOGS HAVE USED IN THE PAST YEAR

OTHER BRANDS

42%Index 107

39%Index 101

37%Index 105

24%Index 105

22%Index 112

18%Index 197

16%Index 98

16%Index 105

DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIESource : GB TGI Q3 2012 | Base : All Cat OwnersTarget : All Cinemagoers who have been to the cinema in the last 6 months

JULY 2012: CINEMA DELIVERING A PET-OWNING AUDIENCE

TOP BRANDS CINEMAGOERS WITH CATS HAVE USED IN THE PAST YEAR

OTHER BRANDS

53%Index 100

41%Index 95

33%Index 99

18%Index 103

14%Index 97

14%Index 110

14%Index 99

11%Index 101

DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE

THANK YOU

DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE