DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE

DOES VOD DELIVER THE SAME AUDIENCE AS CINEMA?

DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE

MAY 2012: DOES VOD DELIVER THE SAME AUDIENCE AS CINEMA?

DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE

METHODOLOGY

Source : Touchpoint 4 2012

MAY 2012: TOUCHPOINTS METHODOLOGY : HUB SURVEY & PDA TIME-BASED DIARY

HUB SURVEY

ACTUAL BEHAVIOUR

Collected data every half hour for a week looking at how respondents were spending their time :

-What they were doing?

-When?

-Where they were?

-With whom?

-What their mood / frame of mind was at the time?

CLAIMED BEHAVIOUR

-Self-completion questionnaire

-Fieldwork conducted across a 6 month period

-From July – December 2011

PDA TIME-BASED DIARY

DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE

THE TOUCHPOINTS HUB SURVEYS SAYS...VOD VIEWERS AND CINEMAGOERS ARE THE SAME

Source : Touchpoints 4 2012 | Base : All 15+ AdultsTarget : All Cinemagoers; All TV On Demand/Catch Up Services (Via TV) or All TV Via Internet - Ever Watched/Downloaded TV Programmes (Incl. On Demand/Catch Up Services On A PC/Mac/ Laptop Or Mobile Service

MAY 2012: DOES VOD DELIVER THE SAME AUDIENCE AS CINEMA?

15-24

25-34

35-44

45-54

55+

Age

Male

Female

Gender

ABC1

C2DE

Social Grade

DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE

HOWEVER, THE TIME DIARY TELLS A DIFFERENT STORY…

Source : Touchpoints 4 2012 | Base : All 15+ AdultsTarget : Media Summaries: At The Cinema - Ever (Weekly Reach); Media - TV Channels Watched: Watching Catch-Up TV (iPlayer, 4OD etc.) - Ever (Weekly Reach)

MAY 2012: DOES VOD DELIVER THE SAME AUDIENCE AS CINEMA?

15-24

25-34

35-44

45-54

55+

Age

Male

Female

Gender

ABC1

C2DE

Social Grade

DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE

CINEMA DELIVERING HARD TO REACH YOUTH AUDIENCES

Source : Touchpoints 4 2012 | Base : All 15+ AdultsTarget : Media Summaries: At The Cinema - Ever (Weekly Reach); Media - TV Channels Watched: Watching Catch-Up TV (iPlayer, 4OD etc.) - Ever (Weekly Reach) and Yes - TV On Demand/Catch Up Services (Via TV) ; Media - TV Channels Watched: Watching Catch-Up TV (iPlayer, 4OD etc.) - Ever (Weekly Reach) and watch TV Via Internet At A Later Time Than They Were Broadcast Using Video Catch Up Or on Demand Services Such As BBC iPlayer, Etc or At A Later Time Than They Were Broadcast Via A Download Or A Podcast

MAY 2012: DOES VOD DELIVER THE SAME AUDIENCE AS CINEMA?

15-24

25-34

35-44

45-54

55+

Age

Male

Female

Gender

ABC1

C2DE

Social Grade

DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE

BOTH ARE APPOINTMENT TO VIEW BUT CINEMA IS SHARED, PLANNED AND ENDORSED

Source : Touchpoints 4 2012 | Base : All 15+ AdultsTarget : Media Summaries: At The Cinema - Ever (Weekly Reach); Media - TV Channels Watched: Watching Catch-Up TV (iPlayer, 4OD etc.) - Ever (Weekly Reach)

MAY 2012: DOES VOD DELIVER THE SAME AUDIENCE AS CINEMA?

Index 194

Index 101

Index 120

Index 133

Cinemagoers VOD Viewers

Index 148

Index 131

Index 245

DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE

Index 185

Index 198

BOTH MEDIA FULFILL DIFFERENT ROLES…

Source : Touchpoints 4 2012 | Base : All 15+ AdultsTarget : Media Summaries: At The Cinema - Ever (Weekly Reach); Media - TV Channels Watched: Watching Catch-Up TV (iPlayer, 4OD etc.) - Ever (Weekly Reach)

MAY 2012: DOES VOD DELIVER THE SAME AUDIENCE AS CINEMA?

Index 144

CinemagoersExcitement / Event

VOD ViewersCatch up / Convenience

DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE

REACHING A MORE EXCITED, ALERT AND CONFIDENT AUDIENCE WHEN IN CINEMA

MAY 2012: DOES VOD DELIVER THE SAME AUDIENCE AS CINEMA?

Source : Touchpoints Superhub 4 2012Base : All 15+ Adults and Media Summaries: “At The Cinema” / “Watching Catch-Up TV” on an average day between 6pm – 10.30pm

All Adults : Average day between 6pm – 10.30pm

CinemaGoers

VoD Viewers

Diff+/-

Happy 97% 93% +4

Excited 48% 25% +23

Confident 34% 25% +9

Loving 29% 25% +4

Hopeful 37% 26% +11

Alert 80% 74% +6

DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE

CREATING MORE EXCITEMENT AMONGST 16 – 34 CINEMAGOERS

MAY 2012: DOES VOD DELIVER THE SAME AUDIENCE AS CINEMA?

Source : Touchpoints Superhub 4 2012Base : 16 – 34 Adults and Media Summaries: “At The Cinema” / “Watching Catch-Up TV” on an average day between 6pm – 10.30pm

16 – 34s : Average day between 6pm – 10.30pm

CinemaGoers

VoD Viewers

Diff+/-

Happy 98% 95% +3

Excited 58% 38% +20

Confident 35% 23% +12

Loving 33% 32% +1

Hopeful 38% 29% +9

Alert 80% 70% +10

DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE

CINEMA DELIVERING A SHARED DUAL VIEWING EXPERIENCE

MAY 2012: DOES VOD DELIVER THE SAME AUDIENCE AS CINEMA?

Cinemagoers VOD Viewers

Source : Touchpoints Superhub 4 2012Base : Media Summaries: At The Cinema - Ever (Weekly Reach); Media - TV Channels Watched: Watching Catch-Up TV (iPlayer, 4OD etc.) - Ever (Weekly Reach)Target : Gross ½ hr Claims : Whole Week

DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE

… WITH LOVED ONES AND FRIENDSMAY 2012: DOES VOD DELIVER THE SAME AUDIENCE AS CINEMA?

Cinemagoers VOD Viewers

Source : Touchpoints Superhub 4 2012Base : Media Summaries: At The Cinema - Ever (Weekly Reach); Media - TV Channels Watched: Watching Catch-Up TV (iPlayer, 4OD etc.) - Ever (Weekly Reach)Target : Gross ½ hr Claims : Whole Week

DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE

REACHING A MORE TECH SAVVY AUDIENCE IN CINEMA

Source : Touchpoints 4 2012 | Base : All 15+ AdultsTarget : Media Summaries: At The Cinema - Ever (Weekly Reach); Media - TV Channels Watched: Watching Catch-Up TV (iPlayer, 4OD etc.) - Ever (Weekly Reach)

MAY 2012: DOES VOD DELIVER THE SAME AUDIENCE AS CINEMA?

Index 124

Index 158

Owns a smartphone

I cannot imagine life without my mobile

I usually switch my mobile phone to silent, rather than switch it off,

when I go to the cinema

Index 131

Index 117

Index 122

Index 116

Cinemagoers VOD Viewers

DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE

84% ACCESS THE INTERNET VIA THEIR SMARTPHONE

Source : Touchpoints 4 2012 | Base : All 15+ AdultsTarget : Media Summaries: At The Cinema - Ever (Weekly Reach); Media - TV Channels Watched: Watching Catch-Up TV (iPlayer, 4OD etc.) - Ever (Weekly Reach) who own a smartphoneSmartphone = a mobile with any of the following features : Mobile Internet access / Mobile email access / Instant Messaging / Smartphone Features (With PC Like Capabilities / Satnav/Gps (Global Positioning System) / Watch Live TV /Watch TV Video Clips / Internet Voice Calls (Voip) / Video Calls / 3G

MAY 2012: DOES VOD DELIVER THE SAME AUDIENCE AS CINEMA?

Looking for Local Deals,Offers & Vouchers

Using Geolocation Services

Looking At Info on Entertainment

Online Shopping Reading /Scanning QR Codes

Cin - 52%VoD - 45%

Cin - 44%VoD - 33%

Cin - 41%VoD - 32%

Cin - 37%VoD - 31%

Cin - 34%VoD - 27%

Using Apps Accessing Social Networking /

Community Sites

Playing Games Swapping Content withFamily / Friends

Search for LocalInformation

Cin - 76%VoD - 64%

Cin - 72%VoD - 66%

Cin - 62%VoD - 51%

Cin - 55%VoD - 46%

Cin - 55%VoD - 48%

DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE

89% 16 – 34 YR OLD CINEMAGOERS ACCESS THE INTERNET VIA THEIR SMARTPHONE

Source : Touchpoints 4 2012 | Base : All 16 – 34 AdultsTarget : Media Summaries: At The Cinema - Ever (Weekly Reach); Media - TV Channels Watched: Watching Catch-Up TV (iPlayer, 4OD etc.) - Ever (Weekly Reach) who own a smartphoneSmartphone = a mobile with any of the following features : Mobile Internet access / Mobile email access / Instant Messaging / Smartphone Features (With PC Like Capabilities / Satnav/Gps (Global Positioning System) / Watch Live TV /Watch TV Video Clips / Internet Voice Calls (Voip) / Video Calls / 3G

MAY 2012: DOES VOD DELIVER THE SAME AUDIENCE AS CINEMA?

Looking for Local Deals,Offers & Vouchers

Using Geolocation Services

Looking At Info on Entertainment

Online Shopping Reading /Scanning QR Codes

Cin - 58%VoD - 56%

Cin - 48%VoD - 41%

Cin - 45%VoD - 40%

Cin - 41%VoD - 42%

Cin - 38%VoD - 36%

Using Apps Accessing Social Networking /

Community Sites

Playing Games Swapping Content withFamily / Friends

Search for LocalInformation

Cin - 84%VoD - 78%

Cin - 78%VoD - 77%

Cin - 71%VoD - 69%

Cin - 61%VoD - 59%

Cin - 60%VoD - 55%