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| Author | Mia Blakeney |
Across the AV landscape this summer, brands are having to navigate several challenges with the Euros escalating the price of TV spots, the diminished cultural resonance of Love Island, and the Olympics airing on the BBC intensifying competition for peak evening viewership. Within this context, what is the role that cinema can play for brands across the summer? Well, cinema emerges as a cost-effective and more impactful option, offering a unique platform to reach diverse demographics, including light TV viewers, families, and young adults in a more engaging way.
Light TV Viewers
Against the backdrop of linear TV decline and video viewing fragmentation, how brands efficiently reach their target demographic and find light TV viewers to maximise campaign reach continues to be the challenge for planners.
Lighter TV viewers are more likely to be younger, more affluent, and have children in the household, making them increasingly difficult to engage through traditional linear TV. Cinema can therefore help maintain reach among these key sub-demographics over the summer, with big blockbusters including Inside Out 2 and Despicable Me 4. These films transcend family viewing and are also forecast to deliver huge 16-34 ratings, making them a cost-effective way of maximising reach across the summer months.
| Film | Release Date | Industry Admissions | 16-24 TVRs | 16-43 TVRs | HPCH TVRs |
| Inside Out 2 | 14 June | 4.9m | 10.8 | 9.5 | 13.4 |
| Despicable Me 4 | 12 July | 5.5m | 7.7 | 10.6 | 16.7 |
Inside Out 2 picks up with the protagonist Riley who is now a teenager struggling with new, complicated feelings, like Anxiety who will be voiced by Maya Hawke (Stranger Things). Anticipation is incredibly high for this sequel – the first trailer had 157m views in just 24 hours, making it the biggest animated trailer launch in Disney history.
Secondly, the next instalment in the hugely popular Despicable Me franchise brings back the world’s favourite supervillain, voiced by Steve Carrell. Despicable Me 4 is coming out in the peak of the summer holidays and is forecasted to deliver c.16 TVRs against a HP+CH audience and 5.5m industry admissions, which will likely make it one of, if not the biggest film of the year.
16-34 Audiences
After The Euros conclude, brands wanting to continue engaging with 16-34s & 16-34 Men can do so with one of the biggest cinematic cultural moments of the year. Ideal as a launch moment to start a new campaign or message, or just maximising reach, Deadpool & Wolverine is one of the biggest, and most efficient AV opportunities for young adults.
| Film | Release Date | Industry Admissions | 16-24 TVRs | 16-34 TVRs | 16-34 Men TVRs |
| Deadpool & Wolverine | 25 July | 4.3m | 24.6 | 19 | 26 |
Deadpool & Wolverine will be a huge cinematic event this summer, forecasted to deliver 4.3m industry admissions, 26 TVRs against 16-34 Men and 19 TVRs against 16-34 adults. This is the first time Deadpool will become part of the Marvel Cinematic Universe, and allowing new character interactions and the potential introduction of X-Men characters makes this a must-see for superhero fans. Perfectly positioned between the end of Euros 2024 and start of the 2024-25 Premier League season, the film will deliver both efficiency and scale among the 16-34 audience, making it the perfect addition to summer AV plans.
Overall, brands can leverage cinema as a platform that will not only deliver significant reach opportunities for key audiences, but it will also maximise attention, and provide access to impactful cultural cinematic events outside of the obvious sporting moments occurring this summer.
To find out more about the TVRs these films will deliver over the summer and for the rest of the year, you can find the report here on AdWanted Connected.
Written by Emily Ezekiel, Senior Insight Executive