Cinema advertising

Our audiences

In the UK, 78% of the population are cinemagoers who set aside quality time to indulge their passion for film in an uncluttered media environment. Cinema advertising reaches people who have paid to pay attention, efficiently targeting and extending campaign cover against hard-to-reach audiences such as 16-34s, ABC1s, Londoners, dual-viewing families and men. Cinema is particularly strong with youth audiences - recent Kantar Millward Brown research has revealed that Gen Z's (16-19s) most popular advertising format is cinema, with over half (59%) feeling ‘positive about it’ as an advertising channel.

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Adults

Daring superheroes, jaw-dropping action, nail-biting thrillers - the booming film slate is attracting a wide range of audiences. There is something for everyone with the average adult visiting six times a year.  Cinema is an appointment-to-view experience; adults buy their tickets in advance to ensure their seat in a film's opening week. 

  • 78% are cinemagoers
  • 147 million admissions per year
  • 6 visits per year
  • 2.6 average group size

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Men

A trip to see the latest film is guaranteed entertainment for male cinemagoers. On average they visit the cinema seven times a year and are 32% more likely than women to be heavy cinemagoers (who go once a month or more). Men also over-index for watching films in 4DX, IMAX and attending film festivals. 

  • 76% are cinemagoers
  • 74 million admissions per year
  • 7 visits per year
  • 2.5 average group size

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Women

Cinema provides women with the perfect environment to escape their busy day-to-day lives. Whether it is with a group of friends, their partner or the whole family, the big screen experience lets them relax, spend quality time with others and be absorbed in a heart-warming romance or uplifting musical. 

  • 78% are cinemagoers
  • 73 million admissions per year
  • 6 visits per year
  • 2.6 average group size

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ABC1 Adults

Cinema attracts affluent and upmarket audiences. ABC1 adults visit the cinema seven times a year on average and account for 67% of those to visit at least once a month. They watch premium content in premium environments. They love the boutique experience, watch critically acclaimed films and revel in the Awards Season excitement. Cinema is their ultimate viewing experience. 

  • 82% are cinemagoers
  • 96 million admissions per year
  • 6 visits per year
  • 2.6 average group size

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ABC1 Men

Cinema provides guaranteed entertainment for ABC1 men. Whether it is critically acclaimed films, new technology or premium environments, they want a quality viewing experience which they don't mind paying more for. They are more likely than the average cinemagoer to watch films in 4DX, IMAX and attend annual film festivals. 

  • 81% are cinemagoers
  • 50 million admissions per year
  • 7 visits per year
  • 2.6 average group size

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ABC1 Women

Whether it is family plans or work commitments, ABC1 women lead busy daily lives. Cinema is the perfect place for them to indulge, escape and relax, both with friends and with their family. They are affluent and like to treat themselves, overindexing for enjoying the more boutique cinema experience. 

  • 82% are cinemagoers
  • 46 million admissions per year
  • 6 visits per year
  • 2.6 average group size

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16-34 Adults

16-34 adults are cinema's most passionate audience, visiting eight times a year on average, with one in four at least once a month. They buy their tickets in advance, drive the box office by seeing a film in its opening weekend and share their experiences with friends and family. They love cinema and the unmissable, high-quality content it provides. 

  • 88% are cinemagoers
  • 77 million admissions per year
  • 8 visits per year
  • 2.8 average group size

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16-34 Men

16-34 men are a very passionate audience, visiting nine times a year on average, with one in four once a month. Cinema plays a key role in their entertainment mix, providing unmissable quality content year in, year out. They want to see the latest blockbusters first and are over twice more likely to watch a film on its opening night of release. 

  • 88% are cinemagoers
  • 42 million admissions per year
  • 9 visits per year
  • 2.8 average group size

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16-34 Women

16-34 women are a sociable bunch. They love sharing their experiences with others, both in person and online. Cinema plays a key role in their social calendar, providing a high-quality experience to be enjoyed alongside friends or family.  The films they watch spark conversation and opinion; they over-index for giving recommendations and posting about their cinema trip on social media. 

  • 89% are cinemagoers
  • 35 million admissions per year
  • 7 visits per year
  • 2.8 average group size

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Main Shoppers with Children

Family films are thriving and continue to attract parents and children to the big screen. Cinema is predominantly a family outing for this audience, providing a quality group experience on the weekend and the occasional night out during the week. They help drive the box office by being more likley to visit the cinema across key periods of the year. 

  • 87% are cinemagoers
  • 39 million admissions per year
  • 6 visits per year
  • 2.8 average group size

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