2009 ART HOUSE AUDIENCE PROFILETARGETING AN OLDER AND MORE AFFLUENT AUDIENCE<br />
Summarise the leading profile for Art House Cinema<br /> (who is most likely to frequent Arthouse cinemas?)<br /><ul><li>The leading profile for art house cinema according to the 2009 art house audience profile it shows the most popular age group is 45+ which is nearly half the overall audience.
And the least popular age group being 35 to 44 at 14%.
The percentage of males to females is both 50%.
The most popular social grade is abc1which is 78% to c2de which is 22%</li></li></ul><li>
How do other media compare to cinema for positive engagement from the audience?<br /> <br /><ul><li>Cinemas in 2009 reached a high of 173.5m admissions
At the cinema the audience is captive and at higher level of emotional stimulation.
Cinema is 33% highest of positively engaging with the media
There is less distraction at the cinema e.g. talking or mobile phones
No option e.g. changing channels or skipping a page
More focus lights out and its quiet and focus on one thing
Cinema is the least avoided medium 8%</li></li></ul><li>
Independent cinemas offer individuality and often a specialist audience </li></li></ul><li>
According to the Pearl and Dean source what can you summarise about the <br />following audience groups and their cinema habits?<br />Which audience would you say is the most profitable one for cinemas? <br />They are mostly likely to target 15-24yr olds as they have the largest party size and are regular cinemagoers with almost all watching the adverts before hand.<br />
MEDIA AUDIENCES<br />TV and other media habits UK audience / demographics breakdown <br />
http://www.caci.co.uk/acorn2009/acornmap_ext.asp<br />List the main audience profiles used by Acorn<br />Wealthy achievers – wealthy executives, affluent greys, flourishing families.<br />Urban prosperity- aspiring singles, educated urbanities, prosperous professionals.<br />Comfortably off- starting out, secure families, settled suburbia prudent pensioners.<br />Moderate means – Asian communities, post industrial families, blue collar roots.<br />Hard pressed – struggling families, burdened singles, high rise hardship, inner city adversity.<br />VALs stands for values attitudes lifestyles which is a psychographic segmentation adult consumers are put into one of eight segments based on there respone to a VALs questionnaire. This is based on things like innovation, education, self-confidence, intelligence and income.<br />Psychographics are any attributes relating to personality values attitudes interests or lifestyles also called IAO variables. They can be contrasted with demographic variables (such as age and gender). <br />