Source notes: CAA Film Monitor Jan – Dec 08 Q1
2009 ART HOUSE AUDIENCE PROFILE
TARGETING AN OLDER AND MORE AFFLUENT AUDIENCE
CINEMA: THE ULTIMATE BRAND EXPERIENCE
Age Gender Social Grade
Summarise the leading profile for Art House Cinema
(who is most likely to frequent Arthouse cinemas?)
Male and Female (split 50-50)
Who are 45+ (49%)
Are in the ABC1 Social Grade (78%)
How do other media compare to cinema for positive engagement from the audience?
TV has the second highest percentage, 22%, (behind cinema 33%) for the percentage
of people who feel they have positively engaged the medium. 44%
Magazine 19% and 61%
Newspaper 15% and 68%
Radio 18% and is the second least avoided medium with 16% (behind cinema with 8%).
3. There are 3721 cinema screens in the UK
4. A multiplex is defined as being “a new build cinema with 5
or more screens”.
5. Independent Cinema’s have less screens than the
multiplex’s and are usually privately owned.
7-14 yr olds 38% go with there family (parents)
and there average party size is 3.79
15-24 year olds More likely to go with friends, most
likely to watch the ads, and have an
average party size of 4
Male Heavy cinema goers, likely to watch
the ads, go with partner
Female Watch the ads , go with partner
Housewives & Children 70% go with children under 14
According to the Pearl and Dean source what can you summarise about the
following audience groups and their cinema habits?
Which audience would you say is the most profitable one for cinemas?
(Who are they most likely to target and why?)
7-14 year olds as they are normally accompanied by there parent (s) and
would be likely to purchase confectionary from the cinema.
TV and other media habits UK
audience / demographics
Other media Internet use
Men 16-34 Work and social
lives main focus
All Sky Sports,
at home, online
gaming + sports
Men ABC1 Most married or
BBC2 and ITV4
DVD, Radio Travel, sport
Men C2DE Work Sport, ITV, Five,
and sky sports
DVD, Radio General
Men 55+ Retired BBC, ITV,
Less use than
Women 16-34 More career
C4, E4, ITV2
Women ABC1 Children E4, UKTV
Less inclined to
Using the link complete this table:
Classifying audiences and Psychographic profiles
List the main audience profiles used by Acorn
Conduct your own Internet search to find out what
VALs and Psychographics are? (Give examples).