Cinema Can Effectively Reach Pet Owners
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Research shows that cinema can effectively reach a pet owning audience
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Cinema Can Effectively Reach Pet Owners
- 1. CINEMA CAN REACH PET OWNERS Presented by : Isabel Taye Date : 23rd July 2012 DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE
- 2. JULY 2012: CINEMA DELIVERING A PET-OWNING AUDIENCE CINEMA CAN REACH A PET OWNING AUDIENCE MEDIA CONSUMPTION DCM: MAKING THE 2012 | Base : All 15+ Adults Source : GB TGI Q3 CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE Target : Pet Owners incl. Dogs or Cats
- 3. JULY 2012: CINEMA DELIVERING A PET-OWNING AUDIENCE THEY ARE MOST LIKELY TO PAY ATTENTION TO ADVERTS ON THE RADIO AND IN CINEMA PAY MOST ATTENTION TO ADVERTS IN… DCM: MAKING THE 2012 | Base : All 15+ Adults Source : GB TGI Q3 CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE Target : Pet Owners incl. Dogs or Cats
- 4. JULY 2012: CINEMA DELIVERING A PET-OWNING AUDIENCE LOWEST AD AVOIDANCE IN CINEMA AMONGST PET OWNERS 62% agree… 64% agree… If I am reading a magazine I tend to arrive in time to and I come across several watch the ads before the pages of adverts, I always film and trailers start flick past them 59% agree… 59% agree… It annoys me when I change channels when the promotions and advertising advert comes on TV interrupts the music on the radio 88% agree… I normally fast forward through the advertising 50% agree… break when I am watching a I find advertising on the recording of a TV internet very irritating programmes Source : IPD Touchpoints 4 2012 (Time Diary) | Base : Cinemagoers who own a dog or cat Target : Weekly Reach : At the Cinema / Watching Commercial TV / Listening to Commercial Radio / Reading Newspapers / Reading Magazines / Using the Internet / Out of Home
- 5. JULY 2012: CINEMA DELIVERING A PET-OWNING AUDIENCE CINEMA BRINGS EXCITEMENT & ANTICIPATION, DRIVING WORD OF MOUTH 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” Source : IPD Touchpoints 4 2012 (Time Diary) | Base : Cinemagoers who own a dog or cat Target : Weekly Reach : At the Cinema
- 6. 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 cat Target : Weekly Reach : At the Cinema / Watching Commercial TV / Listening to Commercial Radio / Reading Newspapers / Reading Magazines / Using the Internet / Out of Home
- 7. JULY 2012: CINEMA DELIVERING A PET-OWNING AUDIENCE TOP BRANDS CINEMAGOERS WITH DOGS HAVE USED IN THE PAST YEAR OTHER BRANDS 42% 39% 37% 24% Index 107 Index 101 Index 105 Index 105 22% 18% 16% 16% Index 112 Index 197 Index 98 Index 105 DCM: MAKING TGI Q3 2012 | EXPERIENCE BIGGER THAN JUST THE MOVIE Source : GB THE CINEMA Base : All Dog Owners Target : All Cinemagoers who have been to the cinema in the last 6 months
- 8. JULY 2012: CINEMA DELIVERING A PET-OWNING AUDIENCE TOP BRANDS CINEMAGOERS WITH CATS HAVE USED IN THE PAST YEAR 53% 41% 33% 18% Index 100 Index 95 Index 99 Index 103 OTHER BRANDS 14% 14% 14% 11% Index 97 Index 110 Index 99 Index 101 DCM: MAKING TGI Q3 2012 | EXPERIENCE BIGGER THAN JUST THE MOVIE Source : GB THE CINEMA Base : All Cat Owners Target : All Cinemagoers who have been to the cinema in the last 6 months
- 9. THANK YOU DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE