Audiences

Engaged, attentive and ready to act

Cinema attracts some of the most valuable audiences in advertising

77% of the UK population go to the cinema. With no distractions in the room, cinema is one of the few places brands get full attention.

Cinema is the best seat in media.

It attracts some of the most valuable audiences in advertising.

From 16–34s and ABC1 adults to families watching together, you have uninterrupted access to an already captivated audience.

Our audiences

Cinema's most passionate audience.

They love the hype surrounding the biggest films, they’re always amongst the first to see blockbusters so they can lead the conversation and are keen to share the experience with friends and family. They’re obsessed with cinema and the unmissable, high-quality exhilarating experience it provides.

72%

are cinemagoers

78%

watch a film on its opening night

46%

have children in household

Cinema remains a much-loved experience for the ABC1 audience as the place they can find the latest crowd-pleasing blockbusters and award season favourites.

For brands, cinema is the perfect environment to engage this audience when they’re in a positive mindset, helping make your brand create the right impression and drive consideration of your product.

70%

are cinemagoers

30%

have a household income of £50k or more

46%

rank cinema as the most premium platform

Cinema is a good value treat for the whole family – giving parents some much needed time out and the kids an entertaining film they’re keen to watch (with snacks!).

You’ll most likely find families at the cinema on the weekend, particularly during school holidays when the biggest family-friendly titles are released. This is ideal for brands who want to reach the whole family together while they’re out and about.

60%

are ABC1

48%

have a household income of £40k or more

81%

of parents who last went to the cinema with their child said that the child influenced the film they saw

16-34 men want to be the first to experience new releases.

They are easily influenced by the hype and conversation surrounding the cinematic experience, and enjoy sharing the experience with friends and family. With a need to stay updated, they also want to buy the latest products and are more likely to pay attention and feel more positive towards adverts shown in the cinema, compared to other media. This makes cinema a unique platform for this niche audience to build trust in your brands.

70%

are cinemagoers

28%

watch a film on its opening night

62%

are ABC1

The horror genre fandom has grown significantly in GB – fanship is up 66% since 2015 when only 2.5m said horror was their favourite genre.

Horror films are consistently some of the most talked-about, with an online fandom that leans into the viral moments that help fuel buzz and make these films ‘must sees’ at the cinema.

39%

more likely to go in groups of 6+

23%

more likely to be heavy cinemagoers

23%

more likely to watch on opening weekend

South Asian cinemagoers are watching more South Asian films at the cinema now than ever before.

The South Asian population in Great Britain has grown significantly – up by 20% over the last 5 years. As an audience, they are significantly more likely to feel positively about ads at the cinema than most other AV platforms (+15% vs other AV platforms).

82%

of the South Asian population are cinemagoers

2.2m

have been to the cinema in the last 12 months

23%

more likely to be heavy cinemagoers, who go at least once a month

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Hillarys Retail AGP Film Pack ABC1 Women 30" EssenceMediacom

Hillarys

Hillarys, the UK’s leading supplier and manufacturer of bespoke window dressings, launched an innovative brand campaign to highlight the importance of expert advice and service when it comes to window dressing. Their creative copy followed the story of a delightful owl character, whimsically guiding viewers to the benefits of tailored expertise. Voiced by Jennifer Saunders, the campaign was set to charm audiences across various media platforms.

+21% and +41%

uplift in awareness and consideration, respectively, amongst those exposed to the ad in cinema

+16%

increase in perception that Hillarys ‘is well known for doing what it does’

The Prince's Trust Charity Film Pack ABC1 Adults 30" Winner T&P

The Prince's Trust

In the autumn 2022, research had found that 2.8 million 16 to 25-year-olds didn’t think their job prospects would ever recover from the Covid-19 pandemic. Youth charity The Prince’s Trust decided to launch a new campaign to drive awareness amongst young people across the UK who were struggling with the repercussions of the pandemic and those hit hard by the cost-of-living crisis. The campaign asks the public to recognise the ‘Class of Covid’ – a generation of young people whose confidence, education and opportunities were stolen by COVID-19 and its resultant lockdown.

4.2pp

incremental reach to BVOD and Addressable TV

47%

felt compelled to act after being exposed to the AV creative

Mind Charity Film Pack 16-34 Men 60" Awareness Winner

Mind

Whilst Mind has been gaining visibility and relevancy in recent years, there is still a gap in take up of mental health support services in certain groups. One of the most vulnerable groups is young men and so, Mind set out to increase both ‘belief in cause’ and association with mental health resources among men aged 20-40 in London.

+7%

uplift in the understanding of Mind’s mental health support

+13%

increase in Mind’s ‘belief in cause’ score amongst key audience

BAFTA Charity AGP 16-34 Adults >60" Nominated

BAFTA

BAFTA partnered with DCM Studios designed to promote the gaming industry, an area which is typically overlooked after Film and TV. The campaign aimed to celebrate video games as an artform that changes lives.

+5%

rise in ad awareness

75%

of those who saw the ad in cinema agreed ‘Video games tell great stories’

Age UK Charity Film Pack 16-34 Adults 30" Perceptions Nominated MGOMD

Age UK

Age UK set out to spark a bold national conversation: “Let’s change how we age.” with the goal of reframing perceptions of ageing, building emotional resonance, and inspiring action.

+204%

uplift in CRM donations

43%

was Age UK's highest ever semi-prompted awareness

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Audiences

Engaged, attentive and ready to act

77% of the UK population go to the cinema. With no distractions in the room, cinema is one of the few places brands get full attention.

Cinema is the best seat in media.

Our audiences

16-34 Adults

72%

78%

46%

ABC1 Adults

70%

30%

46%

Main Shoppers with Children

60%

48%

81%

16-34 Men

70%

28%

62%

The horror fandom

39%

23%

23%

South Asian community

82%

2.2m

23%

Your audience is waiting

AV Maximiser

KPI Maximiser

Cinemapper

Hillarys

The Prince's Trust

Mind

BAFTA

Age UK

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