2. As of: Week Ending August 25th, 2013
13,100,000 moviegoers
Source: boxofficemojo.com
Reach Movie & Entertainment Consumers
went to the movies last weekend.
Summer 2013 attendance is up 11.2% over 2012 and is on track to be the biggest in box office history!
70%
30%
0%0%
#1:
The Butler
78%
22%
0%0%
#4:
The World’s End
The Week’s Top Movies:
66%
34%
0%0%
#2:
We’re the Millers
71%
29%
0%0%
#3:
The Mortal Instruments:
City of Bones
#5:
Planes
65%
35%
0%0%
SVN Share of ScreensNCM Share of Screens
2
3. Movie & Entertainment Consumers
all ages have money
$ spend money
influence how
others spend
money
3
Source: Nielsen Cinema Audience Reports. NCM Audience Composition All Ratings Average 2009-2012; GFK MRI Doublebase 2012; Base=18+;
NCM Moviegoers=Attend 1+ Movies/Month in the NCM Trade Area.
4. Reach Movie & Entertainment Consumers
4
DATA
SMARTPHONE
CINEMA
TV
TABLET
DESKTOP
Everywhere They Go In Their Ecosystem
HELPFUL HINTS ON THIS PRESENTATION:This “ecosystem” presentation is meant to get through quickly and to excite your clients. Clients crave brevity and structure, and will partner with vendors who have competence in message, not products.You can wow them later with additional research, case studies, testimonials, biometrics, etc. Follow-up builds momentum!
TELL: Last week more than 13,100,000 people attended a movie – that’s more than the total viewers for last week’s episode of the top rated Primetime Show “Under the Dome” which 10.6 million people watched.…AND most people attended a movie at an NCM theater!ASK: Did you attend a movie last week? Which one? What theater?What about as an advertiser (or agency)? What is your target audience doing for entertainment? IMPORTANT NOTES:This info on this slide and within the “TELL” portion of this script will change weekly!Marketing and SIA will updated every Tuesday by 3 PM ETThe link to document on Insider will never change—download every Tuesday.*If*clients ask how we know about the NCM vs. SVN share of the Top Movies, you can tell them the source is Rentrak.*If* clients ask how you know about the top rated show, the source is TVBYTHENUMBERS.com
TELL:So who is the movie and entertainment consumer? Here’s what you need to know – they have money, they spend money, and they influence how others spend money ASK: As a consumer, what are your shopping and influential habits?What about as an advertiser (or agency)? Are trendsetters and–spotters important to you?
TELL:Consumers have their own ecosystem of screens and devices. And most consumers use all of them. It’s not a matter of using a tablet OR TV, a phone OR a desktop. These screens complement each other more than compete. [You’ll explain HOW devices work together with the next slide.] ASK:What’s your personal ecosystem? As a consumer, do you use all of these screens?What about as an advertiser (or agency)? Where are you spending in the ecosystem?DO:Bring printouts of this slide for everyone in the room and a SharpieEngage your prospects in the idea of the media ecosystem by asking them to mark where they’re spending now with a $ sign.NOTE TO PRESENTER—KNOW YOUR MARKETING TERMS: Q: Why is it called an ecosystem?A: Because the parts work together; they’re not in competition
TELL:According to research, here’s how the parts of the media ecosystem work together. Basically, consumers cycle through the entire ecosystem at different times of day, and different days of the week.Mornings are dominated by smartphones. Daytime, by desktops or laptops, when most people are at work. Primetime is a multi-screen timeslot, when consumers split their attention between tablets and television (aka second d. Television only dominates in the late night day-part. Cinema is the screen of choice for weekends.ASK:What’s the first screen you interact with each day? When are you on your desktop or laptop, as opposed to another device?What about as an advertiser (or agency)? Are you reaching your customers where they are?DO:Bring printouts of this slide for everyone in the room and a SharpieEngage your prospects by asking them to circle the devices they use to find out about movies they want to see.
TELL:NCM ranks #1 in primetime viewing on FRI and SAT nights. Here’s why……………….(play sizzle reel of choice) If appropriate, you can also mention: Movies premiere new programming every week. With more than 600 releases a year, we are bound to reach their target audience at any given time.DO:Insert Sizzle Reel of choice before your meetingSizzle reels are on the Insider in the Marketing section of the Regional Sales Toolbox in the “Videos” section” (scroll all the way to the right)
TELL:NCM ranks #1 in primetime viewing on FRI and SAT nights. Here’s why……………….(play sizzle reel of choice) If appropriate, you can also mention: Movies premiere new programming every week. With more than 600 releases a year, we are bound to reach their target audience at any given time.DO:Insert Sizzle Reel of choice before your meetingSizzle reels are on the Insider in the Marketing section of the Regional Sales Toolbox in the “Videos” section” (scroll all the way to the right)
DO: Enter in your contact info on this slide so your client will know how to get in touch with you after a meeting.
