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

Cinema-going adults are active, out and about, spending time with friends and family, hungry for new ideas and shared experiences. Old or young, they set aside time to indulge in their passions and film is a big one. They enjoy a trip to see the latest films on the big screen – be it with mates, a date or for quality time with the family, cinema has something for everyone.

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

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Men

Cinema-going men know what they want, when they want it, and where to find it. Technology is changing the way their consuming TV and films but they remain in to movies in a really big way. The cinema remains the very best way to experience the latest films too – it’s an enduring entertainment experience that fuels their passion for film further.

  • 78% are cinemagoers
  • 71 million admissions per year
  • 6 visits per year
  • 2.5 average group size

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Women

Cinema-going women love to be swept away by the stories shown on the big screen – escaping from the demands of their busy lives and enjoying the chance to unwind. Catching the latest releases at the cinema is also a great way for them to catch up with friends or family and provides them with social collateral that they can use in conversations after their visit.  

  • 79% are cinemagoers
  • 79 million admissions per year
  • 6 visits per year
  • 2.6 average group size

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ABC1 Adults

ABC1 adults are busy folks - juggling various tasks from work to home, they’re trying to fit a lot in to their hectic schedules. However, cinema remains an affordable indulgence that importantly allows them to spend time with the people that matter. Be it a trip with the whole family, a catch-up with friends or a romantic date night, cinema provides something for every occasion.

  • 83% are cinemagoers
  • 103 million admissions per year
  • 6.6 visits per year
  • 2.5 average group size

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ABC1 Men

ABC1 men are curious and adventurous – they’re always looking for new opportunities, innovations and are happy to pay more to get their hands on the best. They’ve also got more serious demands on their time so they’re careful with their spare time. Cinema provides them with an opportunity to spend quality time with others, away from distractions of work and allows them to sit back and enjoy being entertained by the latest releases.

  • 82% are cinemagoers
  • 49 million admissions per year
  • 6.3 visits per year
  • 2.5 average group size

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ABC1 Women

ABC1 women love what cinema offers – a chance to enjoy some quality time out from the stresses of day-to-day life with the people that mean the most to them. Whether it be catching up with their friends or spending time with their partner, cinema allows them to socialise all while being transported away to a whole other world for a couple of hours.

  • 85% are cinemagoers
  • 54 million admissions per year
  • 6.9 visits per year
  • 2.6 average group size

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16-34 Adults

16-34 adults have a real passion for movies that’s only being fuelled further by online streaming services like Netflix. The cinema is where they still head to check out the latest, must-see movies as these are important social collateral, and they don’t want to miss out on the next film everyone is going to be talking about. Their night out doesn’t always stop when the credits roll either – you’ll often find them continuing on elsewhere for food or a few drinks so they can chat about the film and catch-up.

  • 91% are cinemagoers
  • 76 million admissions per year
  • 7.5 visits per year
  • 2.8 average group size

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16-34 Men

Film is a big passion point for 16-34 men and thanks to streaming services they’re spending more time than ever watching movies. Cinema feeds their film habit further by giving them access to the latest blockbusters in the best place to experience them - on the biggest screen possible and with the best sound. It’s no surprise that you’ll also be more likely to find them heading to their nearest IMAX or 4DX screen to really maximise the cinematic experience.

  • 91% are cinemagoers
  • 40 million admissions per year
  • 8 visits per year
  • 2.8 average group size

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16-34 Women

Whether it’s a catch up with friends or a date night, cinema is a social staple for 16-34 women. Cinema gives this busy group a way to relax, unwind and treat themselves by taking a couple of hours out to spend time with their favourite people. Don’t think the only way to reach them is to wait for the next rom-com either - they also love watching tense, thrilling horrors and big-budget fantasy and sci-fi movies too.

  • 91% are cinemagoers
  • 36 million admissions per year
  • 7 visits per year
  • 2.8 average group size

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Main Shoppers with Children

For Main Shoppers with Children a visit to the cinema is a real treat – the family might sit together on the sofa at home but these days everyone can often be found with their own device, watching something completely different to the person next to them. This makes a trip to the cinema special – watching one film, without distraction that creates a shared memory that the whole family can talk about together.

  • 90% are cinemagoers
  • 36 million admissions per year
  • 5.6 visits per year
  • 2.8 average group size

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