Media Audience Research


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Media Audience Research

  1. 1. Understanding Media Audiences
  2. 2. Source notes: CAA Film Monitor Jan – Dec 08 Q1 Base: 15+ 2009 ART HOUSE AUDIENCE PROFILE TARGETING AN OLDER AND MORE AFFLUENT AUDIENCE 49% 14% 17% 20% CINEMA: THE ULTIMATE BRAND EXPERIENCE 15-24 25-34 35-44 45+ 50% 50% 22% 78% M F ABC1 C2DE Age Gender Social Grade
  3. 3. 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%)
  4. 4. 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%).
  5. 5. 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.
  6. 6. Group habits 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.
  7. 7. MEDIA AUDIENCES TV and other media habits UK audience / demographics breakdown
  8. 8. Lifestyle / description TV channels watched Other media Internet use Men 16-34 Work and social lives main focus All Sky Sports, channel 4, bravo and kerrang Newspaper, cinema and radio Prime Focus, 70% broadband at home, online gaming + sports Men ABC1 Most married or cohobating Sky sports, BBC2 and ITV4 DVD, Radio Travel, sport and finance Men C2DE Work Sport, ITV, Five, Discovery, Bravo Sci-Fi and sky sports DVD, Radio General entertainment Men 55+ Retired BBC, ITV, UKTV History Radio, Newspapers Less use than others Women 16-34 More career based C4, E4, ITV2 and MTV Radio, Magazine Instant messaging Women ABC1 Children E4, UKTV Style, Living, Magazines, Cinema Less inclined to spend time Using the link complete this table:
  9. 9. 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).
  10. 10.