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| Author | Zoe Aresti |
The Awards Season is a period for the more discerning, AB, affluent cinemagoer. One of the highlights in the annual film diary, the likes of The Oscars, The Golden Globes and the BAFTAs spark excitement across the industry with everyone, from actors to actresses to filmmakers to cinemagoers looking to be a part of the buzz. Cinema’s ABC1 audience rises by 6% to 71% over this period, with an additional 12% rise in our usual 25+ audience.
With the release of Macbeth (2 October), Suffragette (30 October), Bridge of Spies (6 November) and Sicario (6 November), just to name a few, there will be range of serious contenders for the 2015/16 Awards Season. The first half of 2015 has surpassed all expectations and see the cinema industry grow from strength to strength and, with a strong film slate still to come, we’re promised a great end to the year - one that brands can’t afford to miss out on.
It’s not just the high calibre of films that makes the Awards Season such a popular time, but also the change in cinemagoing behaviour. The films fuel the excitement, but it’s the Awards themselves that make people not want to miss out - they want to be the first to guess who will betaking home the gongs for Best Actor, Actress or Special Effects for the year. Anticipation builds particularly among ABC1 audiences, 83% of who are cinemagoers, making the cinema medium the perfect channel for advertisers to reach this young, affluent, upmarket and tech savvy group at this time.
IPA Touchpoints data shows how ABC1 adults like to be involved in the Awards buzz. 67% say that they are much more likely to go and see a film if it has been nominated or won an Oscar or BAFTA award and 62% of ABC1 adults say they love to read about films, actors or directors online.
But it’s not just those film fanatics that love the cinema at this time, many people want to be a part of the hype with 60% feeling left out if their friends are talking about a film they haven’t seen at the cinema. Also, nearly 60% of ABC1 adults post comments on social networking sites about films which will really get people talking and, with almost half of all cinemagoers regularly using social networking sites, the word will certainly spread quickly!
Brands should take this opportunity to make cinema count by aligning themselves with key films to associate with this audience. Not only that, re-investing a percentage of your total TV budget into cinema drives valuable incremental reach. The chart below shows how cover of the ABC1 target audience is increased when allocating a portion of the budget to cinema (by 5%, 7% and 10%). Here we can see that reach is increased when TV and Cinema are both included as well as when allocating more of the budget towards cinema (10%):
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