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Cinema reaches an audience who intend to buy a vehicle in the next 2 years

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Cinema reaches an audience who intend to buy a vehicle in the next 2 years

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Cinema reaches an audience who intend to buy a vehicle in the next 2 years

  1. 1. MOTORS Date: 23.01.12 Presented by: Gerry Anyanwu DCM.CO.UK
  2. 2. CINEMA EFFECTIVELY REACHING AN AUDIENCE WHO INTEND TO BUY A VEHICLE IN THE NEXT 2 YEARS CINEMA: THE QUALITY BROADCAST CHANNEL Vertical % Total Media Consumption Source: GB TGI Q1 2012 | Base: All 15+ Adults | Target: ABC1s who intend to buy a vehicle in the next 2 years * Index against the average UK1 Adult
  3. 3. ABC1s ARE MOST LIKELY TO PAY ATTENTION TO CINEMA ADVERTISING Source: GB TGI Q1 2012 | Base: All 15+ Adults | Target: ABC1s who intend to buy a vehicle in the next 2 years * Index against the average UK1 Adult CINEMA: THE QUALITY BROADCAST CHANNEL
  4. 4. CINEMA: THE QUALITY BROADCAST CHANNEL ABC1 CINEMAGOERS ARE STRONG WORD OF MOUTH ADVOCATES FOR CARS AND HAVE MORE DISPOSABLE INCOME TO PURCHASE 75% have talked about cars in the last year (Index 148) They are 89% more likely* to convince others about car products / services They are 80% more likely* to have talked to many different people about cars in the last year The are willing to spend an average of £10,154 ^ on a car They have an average personal income before tax of £25,024 2 , that is 33% above the average UK adult Source: GB TGI Q1 2012 | Base: All 15+ Adults | Target: ABC1 Cinemagoers who intend to buy a vehicle in the next 2 years * Index against the average UK1 Adult ^ Spending 17% above the average UK Adult
  5. 5. INNOVATIVE CARS ARE IMPORTANT TO THEM CINEMA: THE QUALITY BROADCAST CHANNEL They are 4.5 times more likely* to buy a car in the next 7 – 12 months They are 5 times more likely* to buy a hybrid car 66% agree “ My car should be equipped with all possible safety features” 28% agree “ The car is essential for me to make the most of my leisure” They are 77% more likely* agree “ I like innovative cars” Source: GB TGI Q1 2012 | Base: All 15+ Adults | Target: ABC1 Cinemagoers who intend to buy a vehicle in the next 2 years * Index against the average UK1 Adult

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